#abababahsupers

Bringing a Crunch to South Indian Comfort-Food Moments

How 305 creators turned familiar regional food moments into 7.67M+ reach and 8.28M+ impressions

305

Creators

7.67M+

Reach

8.28M+

Impressions

The Challenge

Making Lay’s Hot Chips a Natural Part of South Indian Food Moments

Lay’s Hot Chips wanted to strengthen its presence in the South Indian market by positioning the product as the perfect crunchy addition to everyday comfort-food moments. The challenge was to make Lay’s Hot Chips feel relatable, indulgent, and exciting by integrating the product with familiar South Indian dishes and eating occasions, while bringing the distinctive “Abababah Supers!” brand expression to life through creator content.

What We Had to Solve For

Strengthen Lay’s Hot Chips’ presence across the South Indian market

Make the product relevant to familiar local food moments and eating occasions

Build awareness through relatable, locally relevant creator content

Our Strategy

The Insight:

Familiar food moments create a natural space for snack discovery. By placing Lay’s Hot Chips alongside South Indian comfort foods, the campaign could make the product feel like a relatable and indulgent part of everyday snacking.

The Approach:

Kofluence activated 305 creators across food, lifestyle, dance, and cooking themes, with a strong regional presence across Karnataka, Tamil Nadu, Telangana, and Andhra Pradesh. The Lay’s influencer campaign used creator-led content to integrate Hot Chips into familiar food and lifestyle contexts while reinforcing the playful “Abababah Supers!” expression.

Key Pointers

305 creators activated across multiple creator themes and genres

A strong South Indian creator ecosystem across four regional markets

Food-led content integrated Lay’s Hot Chips into familiar eating occasions

A creator-led marketing campaign built awareness through locally relevant social content

Key Highlights

Timeline & Milestones

Food was the largest creator theme, with 235 posts contributing 87.5% of total share

Lifestyle was the largest creator genre, with 217 posts contributing 90.5% of total share

Karnataka led location performance with 83.1% of total share

BGM-led content contributed 87.2% of total share across language performance

Creative Highlights

The Results

Creators

305

Creators activated

Reach

7.67M+

People reached

Impressions

8.28M+

Impressions generated

Key Learnings

What Worked

Food creators generated the largest share of campaign activity, making food-centric content a strong vehicle for product relevance.

The campaign’s creator base across Karnataka, Tamil Nadu, Telangana, and Andhra Pradesh helped anchor the content in South Indian audiences and contexts.

Food, lifestyle, dance, and cooking creators brought Lay’s Hot Chips into different content environments.