Title
Category
Systems
Films
Client
Year
Overview
An integrated brand campaign developed to localize Lay’s within Azerbaijani culture and strengthen emotional connection during Novruz.
The Idea
To merge Lay’s global brand language with the cultural richness of Novruz - turning the celebration into a shared, contemporary experience.
The campaign positioned Lay’s as part of the ritual, not just the table.
Production
Development of a local TVC, digital content with influencers, in-store BTL theatre installations, outdoor visuals, and joint retail activations with prize mechanics.
Creative Approach
Cultural integration over adaptation. Bright, warm visual language rooted in tradition but executed in a modern tone. Lay’s became part of the celebration narrative rather than an external sponsor.
My Role
Creative Concept
Creative Direction
Script Development
Art Direction
Video Production Supervision
Result
Strong engagement growth, localized brand positioning, and measurable retail impact during the Novruz period.
Credits
Agency
Production
Music and SFX
