Description
Lay’s has returned to Indonesia with more irresistible flavour and crunch than ever before, unveiling an unforgettable campaign that reminds people the brand is back for good.
Teaming up with Leo Indonesia, Lay’s has launched ‘Chase for Lay’s’, a film that taps into Indonesia’s biggest passion points – sports, music, movies, and get-togethers – to weave a playful story of pure craving.
A young man is savouring every bite of his Wavy Lay’s when people start to chase him. First, Dikta (Pradikta Wicaksono), one of Indonesia’s most beloved musicians, chases him right off stage; then a horde of hungry footballers stalks him across a field – there’s even an epic car chase, all for one delicious bite of Lay’s.
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.”
‘Chase for Lay’s’ is directed by Rajay Singh of Think Tank Productions.
This professional campaign titled 'Chase for Lay's' was published in Indonesia in August, 2025. It was created for the brand: Lay's, by ad agency: Leo. This Film medium campaign is related to the Confectionery, Snacks industry and contains 5 media assets. It was submitted 4 months ago by Creative PR: Barbara Messer of Publicis Groupe.
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
