
Case Study on the Successful Campaign by Lay’s #SmileDekeDekho
It is believed that when you make someone smile it can go viral! Yes, smiles are contagious so are the yawns! And, this is what Lay’s did! They spread a smile across with a fun campaign!
We all have known about the hashtag magic in the past blogs this week, now it is time to know about the success of the campaign ran around fun and impressive hashtag - #SmileDekeDekho.
You might have heard of this song and even would have come across the influencer roadblock on Instagram. And, I just couldn’t get enough of it too (internally singing smile deke dekho dekho deke deke dekho!)
Yes, it took over everyone. And, we are going to discuss how it worked for the brand. Taking advantage of their biggest asset, which is the product packaging, lay’s created a whirlwind in the digital or online world. And, the brand worked with a whopping over 750 influencers to bring #SmileDekeDekho campaign into action. While Ranbir Kapoor and Alia Bhatt were the faces of this campaign!
About Lays -
Lay’s is the brand name for a number of potato chip variations, as well as it is the name of the company that was founded in the U.S. Launched in India in 1995, it has been a part of this category (potato chips) for over two decades. The potato chip category is currently valued at INR 69,000 Million and is growing immensely with a growth rate of 15%.
It is one of the prime brands from PepsiCo India and the brand offers amazing, yummiest snack products in different flavors, which are local flavors as well as international flavors. They are catering all over the different countries and have a crazy wide fan base in India.
The thought behind the #SmileDekeDekho campaign -
It is an effort by Lay’s to connect with the consumers in a new and innovative way! They came up with this idea of connecting everyone with a smile, to be precise and to quote it well - “Smile leads to connections and a pack of Lay’s can bring a smile to one’s face! ”
They made different prints on each of the flavors of Lay’s so that it leads to different smiles, different connections. The product packaging was done to perfection! The small faces on the packaging really was a good trick to lure into a fun conversation and a fun selfie.
Objective -
The objective of the Lay’s behind the Smile Deke Dekho campaign was super clear and concise! They wanted to create another way for the brand to spread smiles while also creating engagement amid the consumers. And, this time it was not through a new flavor in the potato chips but through a joyful packaging. Their aim was to be closer to their consumers and have massive, I repeat, massive engagement. And, through this, they also wished to find out the love consumers hold for their brand.
How it was executed -
To start with, their hashtag was super unique and catchy, I mean, anyone can read #SmileDekeDekho and it lingers on the mind for the longest. Moreover, the brand ambassadors were the newest couple in the B-town, Ranbir Kapoor and Alia Bhatt. They featured in the TVCs that was the key to take the campaign to the audience in a wider and more precise targeting. ‘How?’, you ask?
Well, the iconic couple speaks a lot to the younger target audience. They reached out to 750+ influencers and shared the limited edition packages with them firstly. And, everyone was involved in the campaign with their limited edition packages to pick and pose! Influencers, like Kusha Kapila, Shikhar Dhawan, Anmol Parashar, Fatima Sana Khan, and many other TikTok as well as young TV actors and actresses were in the run too.
The limited-edition packages given to the influencers by Lay’s were decided in a way and it was - Lay’s matched and mapped each influencer’s smile and matched it to the flavor that fits them perfectly and then the personalized packages were produced which featured the smile of these 750+ influencers.
Post the mega-announcement by the brand ambassadors and the personalized packages sent to the influencers to pose with, the campaign kicked-off instantly! Everyone went crazy on Instagram to post a picture with the pose with the Lay’s packet and a hashtag #SmileDekeDekho.
The idea that kicked off really nice -
Creating personalized, individual packages to the influencers that matched influencer’s smile also a flavor variant that goes well with them!
This idea really kicked off well! The ‘Pick up the pack. Pose. Post’ became famous and went viral.
Results -
Lay’s was able to generate great results that not only involved extensive visibility but also brought everyone together to share a smile. It led to massive consumer interaction too. People created memes over it and also clicked selfies to be a part of the #SmileDekeDekho.
These were the results -
- 750+ influencers from across genres and regions!
- 185 million impressions!
- 8.2 million engagement!
- 1300+ social media features!
Lay’s has been winning hearts and the #SmileDekeDekho has been one of the best approaches. This is how they ruled hearts with a unique hashtag and months of planning and strategizing.
Learning from this case study -
One should always come up with ideas that are easy, simple and highly shareable. Plus, to support any campaign you require a hashtag!
Learn digital marketing course at the Orionators School of Learning – Asia’s fastest-growing digital marketing training institute. Get into the nitty-gritty of the different modules. Join us and know the tips and tricks to all the modules including social media marketing, search engine optimization, affiliate marketing, and website design and development.
Upcoming Batches
- Online Batches
- Offline Batches
OFFLINE BATCH DETAILS 01
- Date: January 21 2021
- Timings: 12:00 pm to 2:00 pm (Mon to Fri)
- Duration: 2.5 Months
- Batch type: Offline
OFFLINE BATCH DETAILS 02
- Date: February 5 2021
- Timings: 10:00 am to 12:00 pm (Mon to Fri)
- Duration: 2.5 Months
- Batch type: Offline
ONLINE BATCH DETAILS 01
- Date: 01st February
- Timings: 7:00 pm to 9:00 pm (Mon to Fri)
- Duration: 2.5 Months
- Batch type: Online
ONLINE BATCH DETAILS 02
- Date: 10th February
- Timings: 3:00 pm to 5:00 pm (Mon to Fri)
- Duration: 2.5 Months
- Batch type: Online
Hear it from our proud students

Divya Talreja
I got to know about Orionators School of learning through Instagram and being impressed by what they were offering, I went on for trying the course. I completed my digital marketing training last month and it was the best investment I have ever made. This certified digital marketing course really helped me to get a good job. Trust me, the practical knowledge and the skills given, helped me get through the interviews. They are complete package – Good classrooms, amazing trainers, and amazing hands-on practice on live projects.

Gaurav Kataria
As they claim that they are first agency based training center, trust me, they are the best. I was guided really well about the 32 modules in digital marketing course, the trainers are really good and guides really well. I got to work on my website and bring it to a good ranking. In all, best digital marketing institute in Udaipur.

Saloni Purbia
My experience at Orionators School of Learning was amazing! They guided me through the 32 different modules of digital marketing which I wasn’t even aware of. The Digital marketing internship was satisfactory and the trainers were highly professional. I mastered my social media marketing skills perfectly on live projects. I would highly recommend this SEO training in Udaipur!

Shelendra Sukhwal
Orionators has given me a chance to study SEO, SMM, and Inbound Marketing courses, and they have taught me in best possible way. Class room teaching, one on one interacting with faculty, small classes and focused attention given to each candidate is what one needs! Your performance will be tested Digital marketing internship and you will job ready by the end of the course

Shivani Acharya
The trainers are well qualified, notes are great. The knowledge imparted regarding digital marketing strategies is according to developments in digital world. There is no bar in doubt handling sessions. It was a great decision to join one of the top online digital marketing courses at Orionators.

Abhishek Tailor
I rate Orionators high on their digital marketing course with certificate because of the quality teaching they provide, as well as the environment they have set-up for students. They made the entire drill so easy for me that now I can work on projects by my own through the learnings. I have gained in-depth knowledge in digital marketing concepts and that too at very affordable fee. Thank you! You are the best digital marketing course in Udaipur."
Find it interesting? Let's Begin.. Sign Up To Get Course Curriculum!
Your Digital Education Corner


LinkedIn introduces new tools for company pages!
The COVID-19 not only changed the lifestyle but ha
read more...

Know all about Facebook in-stream video ads!
Have you ever seen this – Well, then you a
read more...
Know how blogging is super-important in local SEO!
We read about local SEO in the previous blog, as t
read more...
Before heading for a course, know about the basics of Local SEO
You are all set to head for a digital marketing co
read more...
Know how to Write the Best SMS Marketing Message!
We have known about SMS marketing, and how it can
read more...
Get yourself introduced to SMS marketing
Have you ever received a message that gives you FO
read more...
Frequently Asked Questions About Email Marketing Answered!
Email marketing is the most effective marketing ch
read more...
News Alert – Twitter Shares Tips To Improve Ad Approach
Twitter is a great marketing channel, with 330 mil
read more...
7 Simple tips and tricks for Instagram Reels
Millions of people have used TikTok for creating f
read more...
Instagram Stories – The Smart Way To Engage!
Instagram stories for business are like the cherry
read more...
Types of video content to master in 2021
Videos have been around from a long, long time! Bu
read more...



10 Essential Digital Marketing Concepts You Must Know!
Digital marketing is vast, and if you miss out on
read more...
UPDATE – Instagram Adds Shopping Tags In Reels
Instagram has always been in the news for making d
read more...
Not Content, Interactive Content Is The King!
We have all been told how content is important, ho
read more...
7 Types Of Logo Every Beginner Must Know
You are all set with your plan to launch your bran
read more...