Excelsior Correspondent
JAMMU, May 20: 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 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 and extremely crunchy chip.
Talking about Lay’s Maxx campaign, Rajiv Mathrani, Director and Category Marketing Head-Snacks, PepsiCo India said, “Maxx is truly a global innovation with its deep ridges and crunch. 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”.
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”.
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”.
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.
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