Lay's introduces all-new 'Lay's Sizzlin' Hot'

Heating up the chip aisle and bringing an irresistible chilli experience to consumers, Lay's has unveiled a new TVC campaign to introduce Lay's Sizzlin' Hot – a part of Lay's globally iconic and widely loved platform, Lay's Flamin' Hot. Featuring brand ambassador Ranbir Kapoor and popular actress Radhika Madan, the campaign film – Too Hot To Stop – aims to accentuate the delicious heat and intense jolt of chilli that the new red-hot chips offer.

The introduction of Lay's Sizzlin' Hot platform is based on the insight that there is increasing consumer demand for spicy salty snacks in the country, with 'chilli' being one of the top flavor buckets that is growing rapidly in the category. Embracing this growing affinity for spicy palette amongst Indians, Lay's Sizzlin' Hot creates an elevated yet irresistible experience for the consumers that stimulates their senses and makes it 'Too Hot To Stop'.

Set at a wedding venue, the film opens with the bride, Radhika Madan, crying as she bids adieu to her family. This poignant moment is suddenly interrupted with everyone's attention redirected towards a sniffling and weeping groom – Ranbir Kapoor. Curious, the perplexed bride asks him why he's crying, and the sobbing groom responds by saying, "Raha nahi jaata (I can't control myself)", hinting at his inability to control his emotions. But soon a loud crunch interrupts the 'vidai', drawing the bride's and the crowd's attention to Ranbir, who has been snacking on the hot and spicy Lay's Sizzlin' Hot that has led to his oddly timed tears.

Speaking about the new launch, leading actor and brand ambassador of Lay's, Ranbir Kapoor, said, "I enjoy working on Lay's films because each concept is compelling and witty, and the product offerings are simply irresistible. My experience with the newly launched Lay's Sizzlin Hot was nothing different. The new chips are irresistibly hot, and I couldn't stop munching on them at the shoot. I hope the fans enjoy the film and the Lay's Sizzlin' Hot chips."

"Lay's is probably one of the most prominent parts of everyone's childhood of our generation. We have grown up munching on its various exciting, delectable flavors and it has always been interesting to try the new varieties they present. So, when I was offered an opportunity to be associated with the brand for their new launch Lay's Sizzlin' Hot, I grabbed it with both hands. The added bonus has been the delightful experience of working with Ranbir Kapoor and Vinil Mathew. I had an absolute blast working on the TVC just like the burst of spices and flavours Lay's Sizzling Hot offers," added popular actress Radhika Madan.

Expressing his thoughts on the launch, Anshul Khanna, senior director and category head – Foods, PepsiCo India, said, "The Indian audience has a strong affinity towards spicy-hot snack offerings. Based on this insight, we have forayed into the 'chilli' flavor category and launched Lay's Sizzlin' Hot, a part of our globally hit platform – Lay's Flamin' Hot. These hottest chips from the house of Lay's offer a burst of spicy flavors and a sensational twist to any occasion that Ranbir and Radhika fantastically showcase in the campaign film. We are excited to offer our consumers an elevated yet irresistible chili experience with Lay's Sizzlin' Hot and hope they find it Too Hot To Stop."

Further discussing the campaign, Ritu Nakra, senior vice president, Wunderman Thompson, expresses, "The new Lay's Sizzlin' Hot is a chip so spicy that it gives you an unforgettable experience! The mischievous spiciness of the Sizzlin' Hot chip is brought alive by the fresh pairing of Radhika Madan & Ranbir Kapoor in the new campaign. Watch the spicy chemistry between them and grab your pack to enjoy this new chip on the block."

The new Lay's Sizzlin' Hot is now available at Rs 10 and Rs 20 on leading retail and eCommerce platforms across India.