Lay’s has launched ‘Lay’s Kholo, Ranbir Se Milo’, a six-week consumer contest that gives buyers of select Rs 20 packs a chance to win rewards, including an opportunity to meet brand ambassador Ranbir Kapoor.
The campaign is designed to turn everyday purchases into an engagement-led experience, with participation centred on neighbourhood retail stores.
Consumers can purchase eligible Lay’s Rs 20 packs from participating outlets and scan the QR code on the pack or use the digital link to access the brand’s WhatsApp journey. They can then upload and verify their packs to enter the contest.
The rewards increase with the number of verified packs. Consumers who verify three packs can enter for a gaming console, while five packs offer a chance to win a premium smartphone. Those who verify 10 packs can compete for an international holiday, while consumers verifying 20 packs stand a chance to meet Ranbir Kapoor.
The campaign carries a total prize value of Rs 2 crore, including the indicative value of the meet-and-greet experience with Kapoor.
Aastha Bhasin, marketing director – Potato Chips Category, PepsiCo India, said the initiative aims to turn the act of opening a Lay’s pack into an opportunity for consumers to experience something memorable.
“Lay’s has always been about creating moments of joy, with our consumers at the heart of everything we do,” Bhasin said. She added that the campaign combines product consumption with rewards and experiences, including the opportunity to meet Kapoor.
Kapoor, who has been associated with Lay’s as its brand ambassador, said the campaign was particularly focused on fans and the possibility of turning a Rs 20 purchase into a face-to-face interaction.
The campaign will be promoted across retail, digital, creator-led content and social media, with neighbourhood stores serving as a key participation point.
With the initiative, Lay’s is using its mass-market Rs 20 pack as an entry point for a larger consumer engagement programme, linking repeat purchases with progressively higher-value rewards and a celebrity experience.