Lay's launches the global Superhit: Lay's MAXX in India

Get ready to experience the Maxx Crunch & Maxx Taste!!

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Lay’s packs a punch this summer with its all new Lay’s MAXX. Lay’s Maxx is a global innovation from Lay’s and is present across markets such as Europe, USA, and Middle East.  Lay’s MAXX is now launched in India with its international and 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, Mr 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.”

The campaign will come to life across various touch points starting with Television, one of the most powerful mediums and will follow with amplification on digital platforms. Lay’s MAXX with its proposition of MAXX crunch and MAXX taste will innovatively engage consumers wanting to come back for more.

Babita Baruah, Senior VP and Business Head, JWT Delhi says “The TVC and the integrated campaign bring alive the distinct taste and flavours that define the powerful MAXX experience. Director Sunhil Sippy, has done a fabulous job in partnering us on the execution.”

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."

Lay’s MAXX is available in retail outlets across the country and also Amazon.in. With its promise of MAXX crunch, MAXX ridges and MAXX flavours, it is the perfect snack for all evening occasions.

Credits

Designation	Name
Senior VP &  Business Head	Babita Baruah
Senior VP & National Planning Director	Mythili Chandrasekar
Executive Creative Director	Sumati Singh
VP & Client Services Director	Ritu Nakra
Senior Creative Director	Amitav Misra
Creative Team	Priyanka Thakkar, Rahul Sharma
Account Management Team	Anubha Mathur, Shweta Raina, Sidharth Jaggi
Planning Team	Rinku Ray, Noor Samra
Agency Producer	Anupama Ahluwalia
Production House	Firecracker Entertainment Pvt. Ltd.
Director	Sunhil Sippy