Alia Bhatt performs magic tricks in Lay’s new ad for ‘the finest chips’

MUMBAI: Lay’s has launched a new digital campaign for its recently introduced ‘finest line of crisps’ – Lay’s Wafer Style. Titled “#TheThinPossibleChip”, the campaign encourages fans to try fun and quirky magic tricks using the tasty and light “Lay’s Wafer Style – a chip so thin and paper-like it disappears”.

Launched by brand ambassador Alia Bhatt and Bollywood actor Siddhant Chaturvedi, the campaign shows the actors captivating audiences as they perform magic tricks using the flat-cut, paper-thin Lay’s Wafer style . In the video, Alia can be seen holding the thin chip in her hand and magically making it disappear with the snap of her fingers. Towards the end, she challenges her fans #TheThinPossibleChip and asks them if they can make Lay’s Wafer Style chip disappear.

Taking inspiration from Alia, several celebrities including Raghav Juyal, Anushka Sen, Gauhar Khan and Jasmin Bhasin joined the campaign on social media.

Shailja Joshi, Marketing Director of PepsiCo India (Potato Chips category), said, “Lay’s Wafer Style is the finest chip from the house of Lay’s and we have had an overwhelming response from consumers which has further encouraged to pass the message of the thin and light chip. with the #TheThinPossibleChip campaign. The digital campaign brings the unique attributes, especially the thinness of the chip, to life in a fun and playful way, with celebrities and content creators creating illusions and making the Paper Thin, Wafer Thin chip disappear.”

Lay’s is also engaging with influencers by sending them a Lay’s Wafer Style basket which includes a stylish t-shirt and Lay’s Wafer Style packs in three special flavors – Salt & Pepper, Tangy Treat & Sundried Chilli, and by engaging with them to showcase the paper-like finesse of Lay’s Wafer Style chips through entertaining illusions and tricks.