Pataudi jr. does a gig with Lay’s Spanish Tomato Tango

Frito-Lay India, the snack food company of PepsiCo India, has unveiled a new TVC around its Spanish Tomato Tango flavour.

Set against a backdrop of a cookery class, the TVC tries to capture two growing interests – of young men in cooking and Latin American dances.

Featuring Frito-Lay's brand ambassador Saif Ali Khan, the commercial opens with Khan trying to prepare a dish to impress the glamorous cookery teacher, who is busy tasting the culinary delights laid out by other students.

Since our hero is eager to impress the teacher, he offers her a bowl of Lay's Spanish Tomato Tango chips, saying, “...bet, you can't just eat one”. She savours the wafer and comments, “How saucy! How did you make that?” To which Pataudi jr. replies, “Take the tomatoes and do the tango”.

At this point, there's a voice-over saying, ”Lay's Spanish Tomato, saucier than ever”. The ad ends with Khan and his teacher doing a tango in front of a zapped class.

Commenting on the ad, JWT creative director Bhavna Gupta said, “The Spanish Tomato Tango TVC is built around a new concept of an urban cookery class setting. It tries to capture new urban trends of men joining cookery classes, increasing interest in Latino dancing such as the salsa, or the tango.”

“In this ad, Saif plays a mischievous rookie chef, who successfully accomplishes his desire to woo the beautiful cookery instructor by being quick witted and serving her Lay's Spanish Tomato Tango, which subsequently leads them doing the tango,” she added.

The campaign's objective, she explained, was to continue building salience and an aspirational connect for Frito-Lay across the youth, while “refreshing the appeal” of the core Spanish Tomato Tango flavour. “We had to create an ad, which encapsulates Lay's core values of natural fun, youthfulness, mischief while being centered around the Lay's taste challenge: No one can eat just one.”

Frito-Lay's marketing director Sucheta Govil said, “This film is meant to refresh our flavour, Spanish Tomato Tango, in a youthful, vibrant ambience that will make the consumers' mouth water for the saucy taste of a Lay's potato chip.”

She added that the challenge “...bet, you can't just eat one” creates a “mesmerising connect” between the cookery teacher and Khan, which subsequently leads to them doing the tango dance, which with its “vibrancy, energy and foot tapping beats adds excitement to the TVC”.

“The saucy taste of Spanish Tomato Tango is accentuated by the food visuals and also the storyline that features Hazel as a 'saucy' young Spanish cookery instructress being wooed by Saif with Lay’s Spanish Tomato Tango potato chips,” she added.

This 'Do the Tango' campaign is directed by well known choreographer and film director Farah Khan.

The Spanish Tomato Tango flavour, launched in mid 2002, is a popular flavour from the Frito-Lay’s portfolio, which has other flavours such as American Style Cream and Onion, Hot & Sweet Chilli Caribbean Style, Classic Salted, Magic Masala, Chaat Street Bindaas Bhel Style and Chaat Street Golguppa Style in its portfolio.

© 2005 agencyfaqs!