Lay’s has unveiled a new television campaign (TVC) to introduce its latest offering Lay’s sizzlin’ hot. The company has hired Ranbir Kapoor and Radhika Madan as brand ambassadors. With its ‘Too hot to stop’ campaign, the brand aims to emphasize the heat and chill of chili that the new piping hot chips offer. The campaign was conceived and executed by Wunderman Thompson.

The Indian public has a strong affinity for spicy snacks offerings, said Anshul Khanna, senior director and category head, Foods, PepsiCo India. “Based on this insight, we entered the ‘chili’ flavor category and launched Lay’s sizzlin’ hot, which is part of the platform: Lay’s flamin’ hot. These chips from the house of Lay’s offer a burst of spicy flavors and a twist on every occasion also featured by Ranbir Kapoor and Radhika Madan in the campaign film,” he added.

Set in a wedding venue, the film begins with the bride, Radhika Madan, crying as she says goodbye to her family. This moment is suddenly interrupted, with everyone’s attention turned to a crying groom – Ranbir Kapoor. The bride asks him why he is crying, and the sobbing groom replies by saying, ‘raha nahi jaata’, indicating that he cannot control his emotions. But soon, a loud crack interrupts the ‘vidai’, drawing the bride’s and the public’s attention to the groom, who has bitten on Lay’s sizzling hot that has led to his tears.

“The sizzlin’ hot chip’s spiciness is brought to life by the combination of Radhika Madan and Ranbir Kapoor in the new campaign,” said Ritu Nakra, senior vice president, Wunderman Thompson.

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