PepsiCo India has been pulling out all the tricks of the trade – literally – for its recently-launched innovation of ‘paper-thin, wafer thin’ chips.

Along with launching the product via traditional mass media, PepsiCo has also got influencers on board and most recently has announced its collaboration with Snap, which has created an innovative new augmented reality (AR) lens for the launch of the thinnest chips from Lay’s.

Here’s how it works

Snapchatters can use the special interactive lens to witness a magic trick starring themselves.

Shailja Joshi, director marketing – potato chips category India, PepsiCo India, said: “The special interactive lens allows Snapchatters to participate in a magic trick where they get to see themselves disappear while consuming the chips.”

How the brands benefit

Snapchat has collaborated previously with brands and launched multiple AR lenses to create buzz, marking its evolution and purpose beyond just entertainment and self-expression.

Talking about the collaboration, Gaurav Jain, head of APAC business expansion, Snap Inc, said: “With our first-of-its-kind lens, Snapchatters can watch themselves disappear – an ideal way to captivate the imagination of the consumers across the country.”

Joshi added: “As the platform harnesses the power of exciting content and interface, it offers us with the perfect opportunity to dial up the uniqueness and irresistibility quotient of our thinnest ever chip.”

Through this partnership they hope to deepen consumer engagement, especially among millennials and gen Z, she said.