Pepsico’s potato chips brand Lay’s has roped in former India cricketer Yuvraj Singh as face of its ‘Wavez4India’ challenge on TikTok.
The all-rounder danced to the tunes of the brand on social media, urging his millions of fans to join in the fun while creating a ‘Wavez4India’ step. Besides Yuvraj, ace dancer Shakti Mohan has also accepted the challenge and participated by creating her own version of the Wavez4India step.
The challenge celebrates Lay’s Wavez, the latest offering from PepsiCo, and leverages the popularity of TikTok.
Talking about the challenge, Shakti said, “It is really amazing to see our favourite cricketer Yuvraj Singh perform the Lay’s Wavez4India Challenge on TikTok. Dance is the best kind of break one can take from one’s daily routine and the Lay’s Wavez4India Challenge is sure to add a zing to your day. I saw the step and couldn’t help trying it myself and I am confident it will inspire millions of TikTok participants to come up with similar dance moves.”
Dilen Gandhi, Senior Director – Marketing, Foods Category, PepsiCo India, said, “Lay’s has always captured the pulse of the youth and resonates with the trends of the season. Lay’s Wavez is our latest offering which intends to create playful moments with friends with its unique shape and appetizing flavour.”
“The idea behind associating with TikTok for ‘Wavez4India’ challenge is to give the Indian youth an opportunity to participate in innovative experiences and have fun while they enjoy their favourite snack. It’s wonderful to have celebrities like Yuvraj Singh and Shakti Mohan participate in this challenge and we are confident that their followers will have as much fun executing the challenge, as we had conceptualising it,” he added.
As part of the larger campaign for Lay’s Wavez, the brand also released a TVC that portrays a young college boy indulging in Lay’s Wavez Tangy Chilli Twist. The big idea was to break away from the routine and get into a fun ‘Wavez’ dance. Challenging his friends with “Can you Wavez like this?” the film brings alive fun and happiness associated with Lay’s.