Raksha Bandhan, a cherished Indian festival celebrating the unique bond between brothers and sisters, is a day filled with love, care, and joyous traditions. As we approach <keyword id="19978604" type="General" weightage="20" keywordseo="Raksha-Bandhan-2024" source="Orion">Raksha Bandhan 2024</keyword> on Monday, August 19, it's time to express our heartfelt emotions to our siblings. Whether you are looking for the perfect wish for your brother, a touching message for your sister or a thoughtful quote to share on social media, you’ll have it here. <h2>15 heartfelt <keyword id="3577991" type="General" weightage="100" keywordseo="Raksha-Bandhan-wishes" source="Orion">Raksha Bandhan wishes</keyword> for brothers</h2><ul><li>Dear Brother, you are my first friend and forever protector. On this <keyword id="6373020" type="General" weightage="20" keywordseo="Rakhi" source="Orion">Rakhi</keyword>, I wish you all the happiness and success you deserve!</li><li>To the best brother in the world, may your life be filled with joy, prosperity, and endless love. Happy Raksha Bandhan!</li><li>You have always been my hero, guiding me through life with your wisdom and strength. Happy Rakhi, Bhai!</li><li>On this special day, I pray for your well-being and success. May our bond grow stronger with each passing year. Happy Raksha Bandhan!</li><li>Thank you for being my shield and my confidant. I am blessed to have you as my brother. Happy Rakhi!</li><li>You are more than just my brother; you are my mentor and my best friend. Wishing you a joyful Raksha Bandhan!</li><li>No matter how far we are, our bond remains unbreakable. Sending you love and warm wishes on Raksha Bandhan!</li><li>Brother, you are my guardian angel in disguise. May you always be blessed with happiness. Happy Rakhi!</li><li>To the one who always stood by me, protected me, and encouraged me, Happy Raksha Bandhan! You're the best brother ever!</li><li>Dear Bhai, may you always walk the path of success and may all your dreams come true. Happy Raksha Bandhan!</li><li>You are my pillar of strength and my guiding star. Wishing you a Raksha Bandhan filled with love and joy!</li><li>Your presence in my life is a blessing, and on this Rakhi, I wish you all the happiness in the world!</li><li>Thank you for being the best brother anyone could ask for. Here's to many more Rakhi celebrations together!</li><li>Your love and protection are my greatest treasures. Wishing you a very Happy Raksha Bandhan, dear Brother!</li><li>May this Raksha Bandhan bring you peace, prosperity, and joy. I am grateful to have you as my brother!</li></ul><h2>15 heartfelt Raksha Bandhan wishes for sisters</h2><ul><li>Dear Sister, you are my source of strength and joy. May this Rakhi bring you all the happiness in the world!</li><li>On this special day, I promise to always protect you and stand by you, no matter what. Happy Raksha Bandhan!</li><li>You are my sister, my confidante, and my best friend. Wishing you a Raksha Bandhan filled with love and laughter!</li><li>To my dearest sister, may your life be as bright and beautiful as you are. Happy Raksha Bandhan!</li><li>Sister, you are the light of my life, and I am so grateful to have you by my side. Happy Rakhi!</li><li>Wishing you a Raksha Bandhan full of love, joy, and endless blessings. You deserve the best, dear Sister!</li><li>You are my guiding star and my biggest supporter. Thank you for always being there for me. Happy Raksha Bandhan!</li><li>To my lovely sister, may all your dreams come true and may you find happiness in everything you do. Happy Rakhi!</li><li>Sister, you make my world a better place just by being in it. Wishing you a wonderful Raksha Bandhan!</li><li>On this Rakhi, I wish you all the success and joy in the world. Thank you for being an amazing sister!</li><li>You are my role model and my source of inspiration. Happy Raksha Bandhan to the best sister ever!</li><li>Sister, you are the most precious gift in my life. Wishing you a Raksha Bandhan filled with love and happiness!</li><li>May your life be filled with endless joy and may you always find success in everything you do. Happy Rakhi!</li><li>You are not just my sister but also my best friend and confidante. I am blessed to have you in my life. Happy Raksha Bandhan!</li><li>Dear Sister, may this Rakhi strengthen our bond and may we always be there for each other. Happy Raksha Bandhan!</li></ul><div type="Article" hostid="261" msid="112559982" title="Raksha Bandhan 2024: The history and cultural significance of the Rakhi festival" mstype="2" mssubtype="0"></div> <h2>10 memorable <keyword id="6822586" type="General" weightage="20" keywordseo="Raksha-Bandhan-quotes" source="Orion">Raksha Bandhan quotes</keyword></h2>The bond between a brother and sister is like no other. It is both cherished and protected, bound by love and loyalty. A brother is a friend given by nature, a protector in life, and a lifelong companion in joy and sorrow. Sisters are different flowers from the same garden, blossoming together with love and care. Brothers and sisters are as close as hands and feet, bound by love and strengthened by memories. A sister is both your mirror – and your opposite, a constant presence in the story of your life. - Elizabeth Fishel There is no love like the love for a brother. There is no love like the love from a brother. – Astrid Alauda Our siblings are our first friends, our fiercest rivals, and our most loyal supporters. The greatest gift our parents ever gave us was each other. Happy Raksha Bandhan to all brothers and sisters! Brothers and sisters may fight like cats and dogs, but they are the best of friends when the chips are down. A sister is a gift to the heart, a friend to the spirit, a golden thread to the meaning of life. – Isadora James <h2>5 WhatsApp Status for Raksha Bandhan 2024</h2><ul><li>Celebrating the bond of love and protection this Raksha Bandhan. Happy Rakhi to all brothers and sisters! #RakshaBandhan2024</li><li>No matter how far we are, our bond remains strong. Happy Raksha Bandhan to my beloved sibling! 🌟❤️ #SiblingLove</li><li>Tying the knot of protection and love. Happy Raksha Bandhan! #RakhiCelebration</li><li>Blessed to have a brother/sister like you. Wishing you a joyous Raksha Bandhan! #RakshaBandhanVibes</li><li>Raksha Bandhan: A day to celebrate the endless bond of love between siblings. Happy Rakhi! #SiblingGoals</li></ul><div type="Article" hostid="261" msid="112530289" title="Raksha Bandhan 2024: 5 fun sibling challenges" mstype="2" mssubtype="0"></div>This Raksha Bandhan, express your feelings with these heartfelt wishes, memorable quotes, and touching WhatsApp statuses. Whether near or far, let your siblings know how much they mean to you. SEE ALSO: <a href="https://www.businessinsider.in/thelife/webstories/raksha-bandhan-2024-10-gifts-that-will-make-your-sister-feel-special/slidelist/112465765.cms" data-type="tilCustomLink" target="_blank">Raksha Bandhan 2024: 10 gifts that will make your sister feel special</a>

Raksha Bandhan 2024: Heartfelt wishes, quotes, and WhatsApp status

<keyword id="19914403" type="General" weightage="100" keywordseo="Shimla" source="keywords">Shimla</keyword>: A silent candle march was taken out at midnight on Monday by a group of people here at The Ridge to demand justice for the Kolkata doctor who was allegedly raped and murdered. Besides seeking capital punishment for the accused, the peaceful and symbolic demonstration aimed to raise awareness in society and reclaim public places. People from diverse backgrounds, under the banner of <keyword id="22844903" type="General" weightage="20" keywordseo="Shimla-Collectives" source="keywords" meta.keywordsubtype="org" meta.entityname="Shimla Collectives" meta.hostid="261" meta.entityid="Shimla Collectives">Shimla Collectives</keyword>, came out with candles to demand "capital punishment for the accused, quick delivery of justice and martyr status for the victim". "Capital punishment and speedy justice are the only deterrent to crimes like rape. We are here at this hour to reclaim public places and make them safe for women irrespective of whether it is day or night," former deputy mayor of Shimla Municipal Corporation (SMC) Tikender Panwar told PTI. "It is not a crime against a doctor or a woman but a crime against humanity. Many people blame the victim's clothes as one of the reasons behind such brutal acts but in this case, a resident doctor was raped and murdered at her workplace," Swati Sharma, a doctor, said. "Are we safe at night, can I roam at night safely without causing concern to my parents, I do not think so and we want things to change this time," Saina Malhotra, who joined the candle march, said. "The march has been organised on the festival of <keyword id="20225310" type="General" weightage="20" keywordseo="Raksha-Bandhan" source="keywords">Raksha Bandhan</keyword> when we tie a thread on the wrist of our brothers for protection. On this day, I would like to call upon all the men in the country to protect every woman because she is someone's sister and daughter, so respect every woman," she added. Umang, a sitting councillor of the SMC, said that the people have come with a hope that the mindset can be changed. "All of us are here at midnight to give a message that Shimla is still a place where women can move freely even at midnight and would request our brothers to support us to make our country safer for women," she said. Lalita Ahuja, an elderly woman, urged parents to inculcate good values in their children and said that it is now time to have rigid laws such as in Dubai to ensure the safety of women in the country. Besides justice, the demonstrators also sought "martyr status" for the victim who had worked 36 hours before the incident. On August 9, the body of the postgraduate trainee doctor was found in the seminar hall of the state-run RG Kar Medical College and Hospital in Kolkata. A civic volunteer was arrested in connection with the crime the next day. Later, the Calcutta High Court handed over the case to the CBI.

Midnight candle march taken out in Shimla demanding justice for Kolkata doctor

<ul><li>“Truth be told some of our traditions can, in the present day context, do with a little tweaking,” says The Man Company. </li><li>So this Raksha Bandhan, the brand with endorser <keyword id="6354535" type="UNKNOWN" weightage="20" keywordseo="ayushmann-khurrana">Ayushmann Khurrana</keyword>, urges you to remember the times your sisters have protected you and tie a rakhi on their wrists instead. </li></ul>Ayushmann Khurrana and men’s grooming brand The Man Company have released a new digital film for Rakshabandhan that urges people to celebrate the tradition of tying a rakhi with a new perspective. The film depicts a radically different yet heartwarming take on brother-sister relationship and is part of #RakhiForSisters, a new digital campaign from The Man Company. The film opens with Ayushmann’s elder sister waking up to a heartfelt written note from him on the day of Rakshabandhan. He reminds her of all the times she has protected her brother, from dad’s anger after breaking a vase, from bullies in school and even after suffering a heartbreak. Ayushmann then walks in and declares that he should in fact tie a rakhi on his sister’s wrist for protecting him always. In return, he receives The Man Company men’s grooming kit as his Rakshabandhan gift. Ayushmann is the brand ambassador for The Man Company and is also an investor in the company. As an actor and a public figure, he is well-known for shaking up societal conventions and portraying unorthodox roles. <div type="Youtube" id="oM5E2q0cqio" title="The Truth | Happy Rakshabandhan | The Man Company" thumbUrl="https://i.ytimg.com/vi/oM5E2q0cqio/mqdefault.jpg"></div> The Man Company has through its marketing and promotional campaigns frequently sparked dialogue and conversations on what it means to be a man for the modern times. The brand’s Valentine’s Day campaign this year, #ForAllKindsOfLove, celebrated male body positivity. A previous year’s campaign questioned the stereotyping of ideal love; and pointed out that gender, age, socio-economic status, faith or religion: none of it matters when it comes to love. “The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality of gender equality. We at The Man Company take pride in contributing meaningfully to the broader conversations on evolving gender roles and the evolving understanding of positive masculinity,” says Hitesh Dhingra, Founder and CEO, The Man Company.

Ayushmann Khurrana breaks yet another stereotype, this time around Raksha Bandhan in his latest ad with The Man Company

<ul><li>The father of the nation, Mahatma Gandhi, had proclaimed that a country is truly free when a woman will be able to safely walk the streets at midnight. </li><li>The ‘protectors’ of women in India come in many forms -- the <a href="https://www.indiatoday.in/india/story/manoj-tiwari-calls-for-formation-of-anti-romeo-squads-in-delhi-youngsters-divided-1558797-2019-06-29">anti-Romeo squad</a>, the agitators against ‘Love Jihad’, those who slap women on Valentine’s Day, and many more. </li><li>India’s 73rd Independence Day may be a momentous occasion for the women of the country to claim their freedom from bias, misogyny, and the image of being the weaker sex. </li></ul> This year, India will be celebrating <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha Bandhan</keyword> or <keyword id="6373020" type="PERSON" weightage="20" keywordseo="rakhi">Rakhi</keyword> along with Independence Day- in a rare yet ironic coincidence. The festival of Rakhi is intended to celebrate the bond between siblings and in practice, it’s the day when the brother renews his vow to ‘protect’ the sister and showers her with gifts. The father of the nation, Mahatma Gandhi, had proclaimed that a country is truly free when a woman will be able to safely walk the streets at midnight. By the Mahatma’s standard, India is not yet independent as crime against women is<a href="https://timesofindia.indiatimes.com/city/gurgaon/gurgaon-fbd-top-list-of-crimes-against-women/articleshow/70544472.cms"> on the rise</a>, men still make way more money for the same job, and the freedom of choice is still a luxury that only a few women in the country enjoy. While it is imperative for India to renew its promise of ‘raksha’ or safety for all its women, India’s 73rd Independence Day may be a momentous occasion for the women of the country to claim their freedom from bias, misogyny, and the image of being the weaker sex. And all eyes will be on the Indian Prime Minister Narendra Modi to make a statement on the safety and empowerment of women at his Red Fort speech tomorrow as the festival of rakhi coincides with the celebration of freedom. The first step could be an acknowledgement of the problem by releasing a <a href="https://www.thehindu.com/news/cities/Delhi/crime-up-by-6-in-2018-slight-dip-in-crime-against-women/article25954302.ece">country-wide data </a>on crime against women-- something that has been awaited. Freedom of choice Many of the hurdles in the path of women in India are the same as they are elsewhere. The #MeToo movement erupted around the same time in India as it did in Hollywood-- and it was just as widespread and the system was just as rotten. But as in any other case, India has its own quirks. The ‘protectors’ of women in India come in many forms -- the <a href="https://www.indiatoday.in/india/story/manoj-tiwari-calls-for-formation-of-anti-romeo-squads-in-delhi-youngsters-divided-1558797-2019-06-29">anti-Romeo squad</a>, the agitators against ‘Love Jihad’, those who slap women on Valentine’s Day, and brothers/fathers who would rather see the girl dead than be married to someone outside the caste or religion. The anti-Romeo squads and the agitators against ‘Love Jihad’, in their own construct, try to protect women from ‘predators’-- mostly men from another religion-- luring them with ‘love’. While thrashing the couple or forcing them out of their embrace, no one asks the woman if she is in the relationship by her own will. The attackers have state support, sometimes overt and tacit at other times. Love in the times of nationalism ‘Love’ in India can be overwhelming in its own way. Mothers feed you more than you need, fathers guide you more than you can take, and often, brothers stalk you more than other boys-- all with the best intent. They feel obliged to have a hawk eye on the girl of the family because the world out there can be brutal. Therefore, the family, with the best interest of the girl in mind, decides what she should eat, wear, study, feel and where she should work, irrespective of her own desires and aspirations. While the brother is obsessed with caring for the sister, a stolen video clip of an unsuspecting girl, naked in the shower, will land on WhatsApp and that will be duly forwarded to other groups for a good laugh.

‘Freedom of choice’ will be a good gift for sisters celebrating Independence Day and Raksha Bandhan

From Holi to Christmas  – Important festival dates in 2024

<ul><li><keyword id="527314" type="General" weightage="20" keywordseo="snacking" source="Orion">Snacking</keyword> has become an important part of our work-from-home routine and many FMCG brands have witnessed an uptick in packaged food products like biscuits, cookies and chips.</li><li>We speak to <keyword id="12061512" type="General" weightage="20" keywordseo="shailja-joshi" source="Orion">Shailja Joshi</keyword>, Associate Director, <keyword id="206441" type="General" weightage="20" keywordseo="potato-chips" source="Orion">Potato Chips</keyword> Category, <keyword id="110163" type="General" weightage="20" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword> to understand how the last 1.5 years have been for the brand, what kind of trends it has witnessed and how it is pivoting its strategies to meet its consumers' rapidly evolving needs and preferences.</li></ul>The pandemic has brought about a huge change in the way we live, work, or even snack. While stuck at home, the time we spend with our families have become important. And snacking has become an important part of that time spent at home. There has been a visible increase in in-house consumption of processed and packaged foods including biscuits to chips, anything that people could munch on while working from home, playing board games or simply while Netflix and chilling. In fact, it is not just consumers from metros or Tier II and III cities who started snacking more, even rural consumers are riding on the trend, according to reports. <keyword id="54572" type="General" weightage="20" keywordseo="pepsico" source="Orion">PepsiCo</keyword>’s Lay’s is a product that is almost synonymous with the chips category in India. Over the last few years, Lay’s has been focusing a lot on localization to continue to stay relevant for the Indian consumers. The way it reaches out to its consumers has also evolved. The brand which gives a lot of importance to social listening recently launched special ‘@ Home’ packs based on the insight that people were snacking more at home. A lot of its strategies are paying off too as PepsiCo reported double-digit growth in India in Q2 despite the second wave of the pandemic. PepsiCo's reported that its snacks unit volume reported double-digit growth in India and Pakistan. We recently spoke to Shailja Joshi, Associate Director, Potato Chips Category, PepsiCo India to understand how the last 1.5 years have been for the brand, what kind of trends it has witnessed and how it is pivoting its strategies to meet the requirements of rapidly evolving consumer preferences. Excerpts: Q) Walk me through the last 1.5 years. How have things been for brand <keyword id="1380276" type="General" weightage="20" keywordseo="lays" source="Orion">Lay's</keyword>? Over the last 1.5 years, we witnessed a paradigm shift in the business landscape. The exceptional times gave birth to a new reality – new behaviors emerged, consumption patterns evolved, and brands had to re-think and re-evaluate strategies to adapt to consumer disposition. In the last year, in-home consumption grew as ‘home’ became the new social hub; affordability and accessibility became key factors for consumer decisions across categories; and consumers started choosing brands which rose to the occasion at hand. Our strategy for Lay’s over these past months was guided by three key consumer truths–firstly, consumers were becoming increasingly value-conscious; secondly, they were seeking innovative brand offerings that were in line with their evolving preferences; and lastly, they were gravitating towards brands that were willing to ‘Solve, Not Sell’ and lead with purpose in these challenging times. We pivoted our plans and worked towards bringing joy as well as value to our consumers. These insights formed the foundation for all our campaigns in the recent months, including – <ul><li>Lay’s Heartwork campaign, wherein we extended support to the community by creating a narrative of gratitude.</li><li>The PepsiCo India x Airtel Promo, wherein we leveraged data as the key currency to deliver value. </li><li>#YehWaalaYaadRahega campaign, wherein we introduced new, limited-time offerings - Lay’s Herby Crush and Lay’s Cheesy Love – which were formulated basis consumers’ flavour preferences.</li></ul>All in all, it’s been an eventful year for the brand – complete with distinct offerings and innovative campaigns that were loved by consumers. Q) Being locked at home made all of us snack more. How did you capitalize on this trend? As people continue to remain indoors in light of the ongoing times, there has certainly been an uptick in at-home consumption. Robust and in-depth research showed us that with increased time spent at home, as work-from-home, celebrations and entertainment move indoors - such as friends’ get-togethers, movie watching and other occasions -there has been a surge in consumer demand for large packs. In line with this insight, we introduced the new, large-sized Lay’s ‘@ Home’ packs to be the perfect companions for our consumers in all their experiences ‘at home’– be it work or leisure. We leveraged four distinct moments that consumers are experiencing at home –including ‘Work At Home’, ‘Movie Watching At Home’, ‘Adda At Home’ and ‘Weekend Outing At Home’ – and curated a pack for each occasion. These packs have been strategically launched in larger sizes (priced at INR 50 and INR 85) to encourage sharing amidst at-home celebrations. Going forward as well, we feel that consumers will continue to seek the company of their favourite snacks, resulting in a continued upsurge for in-home demand, especially as they stay indoors or work from home in these challenging times. Q) What is Lay's current brand proposition? Lay’s believes in filling the world with joy for one and all. The brand celebrates the joy that is unlocked when friends and dear ones come together over their much-loved packs of Lay’s. This proposition is the common theme that runs across our recent campaigns – including ‘Lay’s Khol’ for our partnership with Airtel, ‘What’s Your RelationCHIP Status’ for the launch of Lay’s Herby Crush and Lay’s Cheesy Love, and most recently, ‘Ghar Par Lay’s, Always!’ for the introduction of our new, large-sized ‘@ Home’ packs. Q) How has your messaging evolved over the years? Since it is a product that appeals to all age groups, how do you make your communications relevant for this wide spectrum of audience too? Since its launch in 1995, Lay’s has established itself as a youth-centric brand that is widely-loved across the nation for its irresistible taste and unique flavours. ‘Irresistibility’ continues to be the functional benefit that we dial up in all our innovations. Our campaigns over the years have aimed at amplifying the emotional attributes of the brand via a strong storytelling approach. As consumers showered the brand with love for its distinct, delicious flavours, Lay’s also established itself as a popular name in every Indian household through campaigns and taglines that created an emotional connect such as ‘No One Can Eat Just One’, ‘What’s The Program?’, ‘Fight For Your Flavour’, and ‘Dilogical’. More recently as well, with campaigns like ‘Smile Deke Dekho’ and ‘Heartwork’, our attempt was to share the Lay’s story with consumers through all relevant touchpoints and thereby, humanize the brand in the process. Lay’s is a brand that is loved and consumed by people across age groups, however, at the heart of our brand strategy is a youth-centric and trendy brand. Q) Chips as a category is a very physical product, something that people would pick up when they see them stacked on shelves in shops/malls. How have you then made yourself attractive for consumers even on digital platforms, to make sure Lay's became a part of all shopping baskets? The recent times have brought about a significant change in consumer buying behaviour – a large section of consumers are now making a significant amount of purchases online, and we foresee this as a change that is here to stay. With this shift towards e-commerce and digital purchasing, the phenomenon of ‘Zero Moment of Truth’ becomes even more critical for brands –pushing marketers to think of innovative ways to make all key information about their products easily accessible and attractive for the digital consumer. For us, our packs are the primary consumer touchpoint and hence, our biggest asset. We have been experimenting with unique packs innovations – placing them at the heart of all our recent campaigns and communications. Right from the Lay’s Smile packs in 2019 and Lay’s ‘@ Home’ packs in 2021, to special digital packs for Lay’s Heartwork and Lay’s Khol in 2020, we have leveraged our packaging as a medium to communicate with our audience and thereby, forge a connection with them beyond the shelf. While digital penetration has gone up and consumers continue to look for products that are readily available, they also seek great quality and value in their purchases. This places the spotlight on e-commerce platforms, where we have adapted our play according to these consumer needs. For instance, with our partners on e-commerce such as Grofers, Big Basket, etc, we have not just invested to be present in the D2C channels, but have also strengthened our presence – in terms of assortment and visibility. Q) With more and more people moving towards healthy products, how are you making your products more relevant for the health-conscious? Lockdown and its implications placed consumers in situations that they had never seen before – inducing numerous changes in their lifestyles. Amongst these many changes were increased consumer awareness and a growing preference to switch to a healthier lifestyle. At PepsiCo India, we continue to stand committed to constantly transforming our product portfolio by introducing healthier choices, thereby, catering to our consumers who are on different stages of their health and nutrition journeys. We are also innovating and growing our nutrition portfolio to address consumers’ needs. We are targeting the breakfast and in between meals needs through our Tropicana and <keyword id="302586" type="General" weightage="20" keywordseo="quaker" source="Orion">Quaker</keyword> portfolio. Within these, we are innovating with local flavours to make the products more palatable for Indian consumers. Q) Which marketing mediums are the most important for Lay's? How important is UGC for you, since we have seen Lay's being a part of a lot of work done by content creators, a lot of which is done organically. As per a recent report by leading social media management platform, Hootsuite, there continues to be a rapid increase in digital adoption, with the number of social media users globally fast approaching another impressive milestone. Keeping in mind how consumers today are exploring digital and social media as their sources of both - entertainment and information, we have been maintaining a strong focus on digital media as a key marketing platform for Lay’s. Our focus is on understanding where consumers are and what they are seeking through active social listening. We follow this up by creating insight-driven strategies that are structured to deliver social impact. For instance, moment marketing is big for us, as we view it as an opportunity to facilitate continued and relevant dialogues with our consumers online. Some recent examples are our creative posts for Raksha Bandhan, Independence Day, Eid and World Emoji Day. Additionally, we also focus on leveraging trending, innovative formats. Lay’s was amongst the first brands to use Instagram Reels, and we recently launched an AR filter as part of Lay’s ‘What’s Your RelationCHIP Status’ campaign around Valentine's Day. Following the recent expansion of the influencer marketing industry in India, Lay’s is also amongst the leading brands to have worked extensively with content creators – including celebrities, macro as well as micro influencers. Post the success of our influencer engagement during the Lay’s Smile Deke Dekho campaign, we have created an army of content creators, whom we call ‘Friends of Lay’s’. These are bloggers and influencers who share a deep affinity for the brand, and we make sure that we connect with them as part of all our campaigns. This collaborative approach has resulted in brand Lay’s engaging with more than 4000 micro influencers over the last 2 years, resulting in incremental organic reach and conversations for the brand across social media platforms. Q) How important has localization been for Lay's? We strongly believe that India is not one, but is instead made up of ‘many Indias’ coming together – each part having its own unique culture and taste palate. As one of the most loved snack brands in the country, Lay’s has been focused on curating offerings that suit this wide array of flavour palates that exist at every few kilometers in India. A recent example of our localization strategy is the introduction of Lay’s Wafer Style for the South Indian market. Taking cue from the traditional hand-made and home-dried pappadams that are relished as part of every traditional South Indian meal, we launched Lay’s Wafer Style in ‘Salt with Pepper’ and ‘Sundried Chilli’ flavours, with the aim of tapping into this ritual that is unique to the Southern part of the country. Introduced as the perfect meal accompaniment for traditional South Indian dishes (such as sambhar rice, rasam rice, dal rice, curd rice, lemon rice, etc.),the product received an overwhelming response from our fans across Tamil Nadu, Telangana, Karnataka and Kerala. The focus on localization also reflects in our media strategy, as we continue advertising to our consumers in local languages, maintaining a connect with consumers across multiple regions. Going forward as well, we stand committed to the idea of strengthening brand Lay’s through both, relevance and distinction, by taking more familiar and local flavours to our consumers across India, whilst communicating with them in their native languages.

You Searched For "Raksha Bandhan WhatsApp status" and got 6 results

Raksha Bandhan 2024: Heartfelt wishes, quotes, and WhatsApp status

BI India Bureau

Midnight candle march taken out in Shimla demanding justice for Kolkata doctor

PTI

Ayushmann Khurrana breaks yet another stereotype, this time around Raksha Bandhan in his latest ad with The Man Company

BI India Partner

‘Freedom of choice’ will be a good gift for sisters celebrating Independence Day and Raksha Bandhan

BI India Bureau

From Holi to Christmas – Important festival dates in 2024

BI India Bureau

Here's how Lay's is transforming its products with evolving consumer preferences

Samarpita Banerjee