Lay's collaborates with short-form video content creators for its #Heartwork campaign

Continuing the chain of gratitude initiated by the Lay’s #Heartwork campaign, popular short-form video content creators transcended platforms to showcase their talent through creative renditions of the campaign’s ode.

The #Heartwork campaign is a heartfelt, emotional ode to all the heroes who are working relentlessly against all odds to bring joy to millions of consumers across the country. As part of the association, prominent social media stars who have garnered mass followers, continue to entertain their fans through their unique and engaging content.

Some of the talented creators that are being featured include Jaydeep Gohil a.k.a Hydroman, a mechanical engineer from Rajkot who is also India’s first underwater dancer, Avneet Kaur, a budding reality TV star and actor and Yuvraj Singh a.k.a Baba Jackson, a popular dance sensation who is much-admired for his imitation of Michael Jackson’s moves. Within 48 hours, the videos have got a response from the netizens, leading to an engagement of 2.7 million on social media.

Content creator Jaydeep Gohil said, “As a creator, I have worked very hard to build the quality of my content and keep my fans entertained. My sole driving force is creativity and I work on evolving my content in the best formats to ensure continued engagement. When I heard the emotional lyrics of the heartfelt ode by Lay’s, I couldn’t help but create my own rendition of #Heartwork for my fans and express my gratitude towards these real heroes.”

Commenting on the partnership, Dilen Gandhi, Senior Director and Category Head, Foods, PepsiCo India, said, “We recognise the power of talented creators who bring differentiated content and formats to seamlessly connect, entertain and engage with the consumers. The Heartwork campaign has touched millions of people across the country through authentic storytelling. In the recent leg of the campaign, we wanted to reach out to a pool of talented content creators who are constantly engaging and entertaining their audiences through their creative brilliance. We are glad to work with such creators and believe their talent will take them places, irrespective of the platform they chose to be on.”

Recently, Lay’s got leading singers and artists, including Neha Kakkar, Jassie Gill, Dhvani Bhanushali, B-Praak, Shehnaaz Gill to share their renditions of the #Heartwork ode in support of the initiative and to applaud the efforts of the unsung heroes.