Mindshare makes thousands experience Lays Magic with Saif

01 May,2012

By A Correspondent


Imagine being in a television commercial of a major brand like Lays with a superstar like Saif Ali Khan with thousands others. Imagine all your friends liking and sharing the YouTube video of that commercial on Facebook.


That’s exactly what Mindshare set out to do when they brought to life experientially the new Lays proposition of ‘Pal Banaye Magical’ through an interactive augmented reality activity. 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.


A first inIndia, 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 ‘Pal Banaye Magical’ commercial on a giant screen – across several malls in Delhi and Chandigarh- making their moment truly magical!


The Mindshare Dialect and Digital teams worked on the campaign 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 for Mindshare North India, said: “Augmented reality campaigns are an effective means of effectively engaging with the 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 organized atNew Delhiand Gurgaon whereby more than a thousand consumers engaged with Lays and Saif. Such experiences provided the brand with the chance of interacting with consumers in an original manner.


As a follow up, Lays is now engaging its consumers with another campaign fashioned around the IPL. Six big hitting cricketers have created six distinct flavours, 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


Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 114 offices in 82 countries throughout the North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands.  Mindshare is a member of WPP, the world’s leading communications service group with $84.2bn in billings (source: RECMA), and is part of GroupM, the world’s leading full service media investment management operation, which was created by WPP Group to oversee its assets in this sector.


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