Shakespeare may have left it at “to be or not to be’’ but the chatkedar fight between the mind and heart may finally have a solution. Spicing up this age old drama with a lemony twist will be Frito Lay India’s new flavor - ‘Lime ‘n’ Masala Masti’ and its new positioning – “Be a Little Dillogical”.
Capturing the dil-dimaag dilemma, the new TVC revolves around the key consumer insight of the constant choice between what ones heart desires and what ones head asks us to do. The insight is captured in the pay-off – Lay’s “be a little Dillogical”.
The new Dillogical concept makes a strong connect with youth caught in the divergent pressures of the desire to succeed and the desire to stay actively engaged with those life filling moments. This friction is like a game between the heart and the head, a struggle between what you wish to do versus what you have to do.
Speaking on the occasion, Deepika Warrier, Head Marketing, Frito Lays India said, “We are delighted to present the new communication campaign for Lay’s – Be a Little Dillogical. This campaign is completely built around the universal consumer truth of the tussle between what our mind asks us to do and what our heart desires. And Lay’s makes these ‘choices’ easy. It focuses on the fact that the most precious moments of one’s life are when one lets the heart do the talking. It is all about making things that matter to the heart happen. We have a new TVC which is around the same theme and which is on air. For launching the new communication campaign we have developed a strong 360 approach with a strong Activation leg to bring alive DL moments and choices from everyday lives.
|
