Campaign India Team
Mar 23, 2021

Bipasha Basu proves to be the zig for Ranbir Kapoor's zag for Lay's Maxx

Watch the film conceptualised by Wunderman Thompson here

Lay’s Maxx, the chips brand from PepsiCo India, has launched a campaign featuring Ranbir Kapoor and Bipasha Basu. 
 
Titled ‘jitna bada zig, utna bada zag’, the campaign consists of a film conceptualised by Wunderman Thompson. It tries to draw a parallel between Lay’s Maxx's 'Zig-Zag' ridges and a series of ‘lows and ‘highs’ faced by people in life. 
 
Shailja Joshi, associate director, potato chips category, PepsiCo India, said, “Since its launch, Lay’s Maxx has been a supremely loved brand and has become a preferred choice of chips in the premium category owing to the novelty of deep ridges, intense flavour, hard crunch and vibrant colour. The new TVC starring Ranbir Kapoor and Bipasha Basu has a quirky take on the ‘zig’ and ‘zag’ moments of life, which have been manifested through the deep ‘ridges’ of the chip. It is often in these moments of life, over a bag of chips, where we create long-lasting memories. We hope that through this new TVC, we not only encourage fans to take-on life’s zig and zag but also add Lay’s Maxx as a perfect partner to fuel these moments.”
 
Ritu Nakra, WPP lead - PepsiCo Foods, Wunderman Thompson, India added, “We started out telling the world that Lay’s Maxx has the deepest zig zags. We ended up, giving the world hope, optimism and positivity when it needed it the most. As our spot-on Lay’s Maxx says - Don’t worry bro, jitna bada zig, utna bada zag.”
 
CREDITS:
 
Creative agency: Wunderman Thompson
WPP Lead - PepsiCo Foods, India: Ritu Nakra
Chief creative officer: Senthil Kumar
Executive creative director: Udayan Chakravarty and Dushyant Chopra
Strategy leads: Atishi Pradhan and Arnab Datta Chaudhuri 
Creative team: Sameer Kumar, Dapinder Singh, Aakash Aher and Pranasmita Majhi
Account management: Binay Mehra & Virender Bhawnani
Production house: Dharma 2.0
Director: Shakun Batra
Producer: Garima Vohra and Samira Bandyopadhyay
Source:
Campaign India

Related Articles

Just Published

10 hours ago

Can Bluesky disrupt social media marketing in India?

With its user-base growing rapidly, will this decentralised platform shake the dominance of giants like X, while redefining the audience engagement rules for brand advertisers?

10 hours ago

What Chrome’s potential spin-off means for browsers ...

As the Department of Justice pushes for Google to divest Chrome, the ripple effects could redefine browser competition, shake up web standards, and disrupt the advertising ecosystem as we know it.

11 hours ago

When creativity misses the mark: What brands can ...

While creativity is currency in advertising, Branding Area’s marketing director states that even the richest ideas can bankrupt a brand’s message when mishandled, while nodding at Jaquar’s latest campaign.

11 hours ago

It's time we stopped treating Gen AI like our dirty ...

All this heated discourse about AI in creativity misses a simple truth: This revolution isn't waiting for universal approval. It's already here—time to trade the resistance for renaissance.