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SUB CATEGORY :
BREAKTHROUGH IN CREATIVE STRATEGY
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ENTRANT COMPANY :
LEO, MUMBAI
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TITLE :
DROPS OF JOY
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BRAND :
LAY'S
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ADVERTISER :
LAY'S
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AGENCY :
LEO INDIA, MUMBAI
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CHAIRMAN :
RAJDEEPAK DAS
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CHIEF EXECUTIVE OFFICER :
AMITESH RAO
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CHIEF CREATIVE OFFICER :
VIKRAM PANDEY/SACHIN KAMBLE
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EXECUTIVE CREATIVE DIRECTOR :
SHAHNAWAZ QADEER/PRAMOD CHAVAN
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CREATIVE DIRECTOR :
ASHISH GAUTAM
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ART DIRECTOR :
GAURAV MHATRE
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COPYWRITER :
PUNYA ARORA
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ANIMATOR SPECIAL EFFECTS :
RAUNAK KANOJIA
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CLIENT SERVICE DIRECTOR :
JAIKRIT SINGH
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ACCOUNT MANAGER :
BINAY MEHRA/KIRTI SINHA
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STRATEGIC PLANNER :
SHAILJA DHOUNDIYAL
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EXECUTIVE PRODUCER :
SOL RULLANI
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PRODUCTION MANAGER :
MARIANA ELSEN
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CAMPAIGN SUMMARY :
The Challenge: 1kg Lay’s need 3litres of water to turn potatoes into potato chips. More chips need more water; but amid national water-crisis, our own growth was threatening business. But how could we reduce dependence on water when there is no other ware source to
The Insight: 1 potato has 80% water, which is evaporates in the frying process
The Strategic Idea: Rethinking potato as an alternate water source by harnessing its invisible water.
Bringing the Strategy to Life:
‘Project Drops of joy’: A self-sustainable water recovery system to turn every potato into water supply for itself.
The Results:
We have successfully reduced dependence on transitional water sources with 50% of manufacturing water-supply now self-sustained through potato’s water.
We have also reduced pressure on planet by creating 120Mn litres pure water.
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INSIGHT :
India’s largest potato chip manufacturer, Lay’s processes 507 million kg of potatoes annually to meet the demand for 5 billion packs. But making chips requires water—3 litres per kg—creating a significant dependency on water resources.
With demand growing at 13% CAGR, our water needs are increasing, yet India’s water-crisis is deepening. Groundwater depletion, shrinking river basins, and soaring industrial water demands highlight a stark reality: water is running out. India, home to 1.4 billion people, holds just 4% of the world’s freshwater, and by 2030, demand could double supply.
The challenge? We needed more water, but water is finite. There is the same amount of water today as was in the caveman era. Instead of looking outward, we had to rethink our approach—finding ways to reduce impact while sustaining operations.
The question was clear: How could we ease pressure on water bodies without tapping new traditional sources?
To reduce pressure on finite water resources while keeping up with growing lay’s demand,
we didn’t just have to think different; we had to think radical.
We went back to school: middle school science teaches that the humble potato goes beyond from just being a potato- it is 20% starch and 80% water.
Where is this potato water after processing? Evaporated.
During the frying process once a potato meets hot oil, almost all its water is released, in the form of steam, which rises above the fryer and floats up and away. Lost forever.
Our breakthrough moment was as simple as it was shocking.
This potato water is unaccounted for when considering water sources- we think of lakes, reservoirs, rivers, and seas- but what about capturing water in potato?
The insight: one potato is 80% water
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STRATEGY :
Where there is evaporation; there is also condensation. Thus, opening up opportunity to capture the lost potato water
capturing escaped steam and restore it to its original form- from gas back to liquid.
From “taking, making, wasting” potato to “reclaiming, reprocessing, reusing” potato water
harnessing potato water in chip processing to coaxing the steam to reverse its commute and make itself useful.
Going beyond saving to creating water.
Reimaging operational water supply by going beyond traditional water sources to creating a new water source.
Reducing pressure on stressed water bodies by using our product as its own water supply system
not only driving sustainability but also making profits by decreasing dependance on an outsourced water supply.
Our strategy: going from water procurement to water creation by rethinking potato as its own water supply source.
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CREATIVITY IDEA :
Flipping the conventional notion of water supply; we developed Project Drops of Joy- a self-sustainable water recovery system to turn every potato into a water source. By using our own product as a water supply system, we’re pioneering a future where chips don’t just consume water—they create it.
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EXECUTION :
At our plant, we slice and cook the potatoes to make chips. The 80% water in potato evaporates into vapor while frying. After which we:
-> Vapours from potatoes are collected and sent to a condenser unit
-> The condenser converts vapours to liquid water at exactly 6 Degrees Celsius.
-> To clean this potato water effectively, we then purify it in three steps:
1. Particles are made to settle with alum treatment
2. Filtration eliminates all impurities
3. UV light removes the harmful pathogens to clean it completely
After purifications, life is added to water in the form of dissolved oxygen, making it exactly like natural water.
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RESULT :
By transforming how we look at manufacturing inputs; we are reducing reduce water-stress on both planet and operations- driving sustainability with profitability.
Objective: Long-term growth by reducing dependence on traditional water source
Result: Creating 120Mn Litres of water from potato. Leading to 50% manufacturing water-supply being self-sustained through potatoes.
Objective: Long-term growth by ensuring quality water to create quality chips
Result: Our potato water exceeds quality of local water: 0.017 PPM Hyper pure, 7.17 PH Neutrality
Objective: Long-term growth by reducing carbon-emissions
Result: Reducing footprint by 41,280 Kg carbon-emissions from just two plants
Objective: Increase corporate-management metrics
Result: With +5pts reputation score, we didn’t just close the gap between Lay’s corporate reputation vs benchmark but also surpassed it.
Objective: Increase positive-sentiment metrics
Result: Driving 2x positive sentiment
Not just this, after its successful implementation project 'Drops of Joy' is now being scaled globally to 30 Lay’s plants in high-water-risk countries.
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