LAY’S #SMILEDEKEDEKHO CHALLENGE
~ Over 5 billion impressions and 10,000+ User Generated Content in just three days ~
LAY’S, India’s favourite potato chip brand, took TikTok by storm through its Smile Deke Dekho Duet Challenge, featuring brand ambassadors and youth icons, Ranbir Kapoor and Alia Bhatt. What makes this challenge truly ‘one-of-a-kind’ is the fact that it features Ranbir and Alia sharing ‘Smiles’ with their many fans and followers. The challenge urges users to share maximum smiles in less than 10 seconds, with the catch that the smile must be unique and different. The challenge saw over 5 billion impressions and 10,000 user generated content painting TikTok with Smiles through the fun challenge in a matter of just 72 hours. 
As a pioneering youth brand, LAY’S has always been on a mission to offer a joyful interruption to the busy, everyday lives of its consumers and the new #SmileDekeDekho Duet challenge is a perfect embodiment of this brand mission, as the challenge urges consumers across India to share their smiles and spread joy.
The video features Ranbir having a blast as he is shown depicting a multitude of expressions and ‘Smiles’ while posing with the new LAY’S Smile pack. The ace actor is seen smiling, winking, and pouting, while grooving in the challenge video. Alia too is seen showcasing a wide array of expressions and sharing all kinds of ‘Smiles’ while posing with her LAY’S Smile pack.
The overall campaign has been conceptualized by Wunderman Thompson India