MUMBAI: Imagine being in a television commercial of a major brand like Lays with a superstar like Saif Ali Khan. Imagine thousands of people like you being in the same commercial, dancing with him! And imagine all your friends liking and sharing the YouTube video of that commercial on Facebook!
That’s exactly what Mindshare (A leading media agency of the country) set out to do when they brought to life experientially the new Lays proposition of ‘Pal Banaye Magical’ (a positioning revamp from the older proposition of ‘Be Dillogical’ aimed at adding ‘magic’ to ‘everyday moments’ for the youth) through an interactive augmented reality activity.
A first in India, in terms of scale, the activity saw thousands of consumers dancing virtually with the Lays brand ambassador Saif Ali Khan and saw their own projection in the recent ‘Pal Banaye Magical’ commercial on a giant screen – across several malls in Delhi and Chandigarh - making their moment truly magical.
This AR activity experience was conceptualised and brought to life by Mindshare through the Dialect and Digital teams, which worked together in handling the activation and its digital amplification respectively. The icing on the cake was the consumer videos of the AR activity, made viral on social media platforms such as YouTube and Facebook by Mindshare Digital.
Speaking about the concept, Rahul Thappa, client leader, Mindshare North India, said, “Augmented reality campaigns are an effective means of effectively engaging with an audience. This campaign provided an unforgettable experience for people present at the malls. The activation has helped us bring alive Lays' new ‘Pal Banaye Magical’ proposition for consumers, the essence of the proposition being that Lays makes every moment magical.”
The augmented reality experience was organised at Promenade Mall, New Delhi, at Ambience Mall, Gurgaon and at Downtown Mall in Chandigarh whereby, more than a thousand consumers engaged with Lays and Saif Ali Khan – making their moments magical. The magic is increasing with each passing day for the participants – as their videos of dancing with Khan have been captured and are now reaching lakhs of people everyday through social media as each of the participant videos now rests on the Lays India YouTube channel.
Such exhilarating experiences provide brands with the chance of interacting with consumers in an original and remarkable manner. Augmented reality adds new dimensions by letting users discover emerging technology whilst enhancing brand awareness through virtual reality game play within their own everyday life environment.
As a follow up to the first phase of the campaign, Lays is now engaging its young consumers with another magical campaign fashioned around the IPL. Six big hitting cricketers have created six distinct flavors, and consumers have to associate the right cricketer with the right flavor. The entire engagement titled "Guess Whose Flavor” is driving participation to laysguesswhoseflavor.com