Lay’s MAXX arrives in India with two new flavours

22 May,2015

By A Correspondent


Lay’s MAXX has been launched in India which boasts a premium taste experience. The campaign for the launch highlights the MAXX crunch and MAXX taste attributes of the product. In India, Lay’s MAXX will be available in two exciting flavours-Macho Chilli and Sizzling Barbeque.


The MAXX campaign is set in the Wild Wild West and showcases the quintessential cowboy showdown, with a MAXX twist to the plot. The showdown takes an ultimate turn when the hero whips out a MAXX pack, bites into the deeply ridged chip and ends the battle with the sonic boom that comes from crunching of the chip. The toughness of the cowboys, the intensity of a showdown, the ruggedness of the Wild West, the sonic boom and the crunch, they all mirror attributes of the new Lay’s MAXX chip. – a hard bite & extremely crunchy chip.


Talking about Lay’s MAXX campaign, Rajiv Mathrani, Director & Category Marketing Head-Snacks, PepsiCo India said, “Lay’s has always brought in unique taste experiences for consumers and we are proud to unveil this campaign which brings yet another global favourite to India. MAXX is truly a global innovation with its deep ridges and crunch. The youth of today love hanging out with friends and trying out new experiences. We believe that our snacks portfolio talks to multiple snacking options in a day Lay’s MAXX is a perfect accompaniment to an evening with friends.”


Sumati Singh, Executive Creative Director, JWT Delhi says “Our task was to launch the new product, Lay’s MAXX and we brought alive the attributes of Lay’s MAXX by using the classic western showdown. The toughness of the cowboys, the ruggedness of the wild west, the sonic boom and crunch, mirror the intensity of the chip.”


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