JAKARTA, INDONESIA – The unmistakable crunch of Lay’s is once again reverberating across Indonesia as the iconic snack brand marks its much-anticipated return to the market. With the relaunch comes a bold and playful campaign that captures the imagination of a nation “Chase for Lay’s” developed in partnership with Leo Indonesia.
The campaign film plunges viewers into a whimsical chase scene that traverses some of Indonesia’s most beloved cultural touchpoints of music, sports, cinema and community. At the heart of the narrative is a young man innocently enjoying his Wavy Lay’s when a chain reaction is triggered: famed Indonesian musician Pradikta Wicaksono (Dikta) abandons his performance to pursue him, a mob of footballers takes up the chase, and a high octane car pursuit ensues.
Rika Sandi, Marketing Director at PepsiCo Indonesia, says: “We could not have asked for a more epic re-entry into Indonesia’s snack market with a film that brings the irresistible Lay’s chase to life — reminding every Indonesian that when Lay’s is around, you’ll do anything for a bite.”
Ravi Shanker, Chief Creative Officer at Leo Indonesia and Publicis Groupe Indonesia adds: “Indonesian consumers have more choices than ever, so we set out to say, ‘We’re back’ in the most impactful, fun and memorable way, in a style that only Lay’s can.”
Credits
Client: PepsiCo Indonesia
Brand: Lay’s
CEO PepsiCo Indonesia: Asif Mobin
Marketing Director: Rika Sandi
Sr Marketing Manager: Atika Dewi
Brand Executive: Maharani Mulyaseva
Agency: Leo Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Senior Creative Director: Netra Natarajan
Creative Director: Amanda Sinta
Associate Creative Director: Achmad Fauzi Syarief
Senior Art Director: Gadis Ghalia
Art Director: Rico Eksa
Art Director: Muhammad Yusuf
Senior Graphic Designer: Rendy Setiawan
Senior Copywriter: Richa Annisa
Copywriter: Rakryan Mahatma
Graphic Designer: Rifqi Mahardika
Business Director: Fany Tanjung
Associate Account Director: Claudia Sella
Account Manager: Grady Geraldy
CSO: Nilakshi Medhi
Associate Planning Director: Aditya Yudha
Planning Executive: Gracia Athalia Victoria
Digital Acceleration Lead: Imran Quraishi
Social Media Associate Manager: Ni Wayan Dessy
Senior Social Media Executive: Aprilia Citra
Media Agency: Zenith Indonesia
Managing Director: Saravanan Mudaliar
Media General Manager: Tere Abalos
Media Director: Arya Nugraha
Digital Media Planning Manager: Andreas Ardhi
Head of Production: Anti Istianti
Producer Broadcast Production: Shabrina Nugroho
Senior Project Manager: Vidiyanti Shariff
Production: Think Tank Nusantara
Director: Rajay Singh
Executive Producer: Intan Sham
Producer: Echa Suryadi
Unit Manager: Rofik Zumroni
PA: Icha
DOP: Sven Lippold
Post Production: Tank 3 Asia
Editor: Raja Affandi
Audio Post: Tank Music Asia
Music: Tank Music Asia
