No Lay's, No Game Campaign Features Dhoni and Messi

Imagine Dhoni, Thala of Indian cricket, and the GOAT of football, Messi, collaborate for a brand? Difficult to imagine, right? But Lay’s has done it again. Lay’s has brought together giants from two different worlds, serving their audience a new taste of promotion. The latest edition of No Lay’s, No Game, will have Messi and Dhoni’s collaboration. Lay’s released the teaser about their future collaboration to draw the attention of the customers.

This is one of the best strategic moves a brand can make in the time of fast content consumption. To make advertising successful, the brand has to keep in mind several factors. This involves target audience, marketplace, competitor’s analysis, and current market trends. When one has a better understanding of the trends and culture they are about to release, then it is easier for them to build the connection with the audience.

In India, with IPL being in season and football in the global sports market, Lay’s has cracked the code of getting the attention of the customers towards their brand. With collaboration with Dhoni and Messi, the brand has utilized the current trends for their brand positioning. 

David Ogilvy, founder of the Ogilvy advertising agency, has said, “A good advertisement is one that sells the product without drawing attention to itself.” And Lay’s has done the same. The audiences are aware of the brand and the product, but their attention is also spanned at the subjects in the advertisements. This move can attract the attention of new audiences and will also make the brand be remembered with sports.

This is not the first time Lay’s has pulled off such a strategic move. Prior to this, the brand has made such moves in the past by having mother-son duo Neetu Kapoor and Ranbir Kapoor for their “Isey Kehte Hain Pyarr” campaign.

The No Lay’s, No Game was a global marketing strategy launched in 2023, aiming for the UEFA Champions League. The campaign featured Thierry Henry, David Beckham, Alexia Putellas, and Lionel Messi. With Dhoni being involved in the campaign, the brand has extended its positioning among sports lovers.