Lay's Magic Masala Returns by Popular Demand

Q: How did Lay’s use influencer marketing in its Masala Magic flavour comeback campaign?

Lay’s saw Zervaan’s viral video and joined forces with him. Instead of a paid ad, they collaborated authentically. Lay’s took the influencer’s criticism and co-created a campaign around it, even featuring him on the chip bag. It was influencer marketing driven by honest feedback.

Q: Who is Zervaan Bunshah?

He’s an Instagram content creator known for funny and creative videos (often about food). He has over 290k followers. His honest review of the new chips (the “rant” video) is what got millions of people talking and ultimately influenced Lay’s decision.

Q: Why was nostalgia important for Lay’s Magic Masala?

The original Magic Masala flavour was a long-time favourite. Fans had fond memories of it, so it meant more than just a snack. Nostalgia made people care deeply. When the flavour changed, that emotional connection made the story spread faster.

Q: Was Lay’s original plan to bring back the old flavor?

No. The whole comeback was spontaneous. Lay’s initially launched the new version (a limited-edition) and then reacted when the feedback came in. Viraj Sheth from Monk Entertainment said, “None of this was planned,” praising the quick thinking that made the comeback happen.

Q: Can small brands do influencer marketing like this?

Absolutely! You don’t need a huge budget. Even micro-influencers with local followings can create big buzz. The key is finding people who genuinely like your product. A heartfelt shout-out or honest critique from the right person can go viral and make a big impact.

Q: Should brands always respond to social media rants?

It depends, but Lay’s story shows the potential. If feedback (even negative) gets a lot of attention, responding can turn a complaint into good PR. The key is to be authentic and solve the problem, not just brush it off. Listening goes a long way.

Q: What role did Bingo play in this story?

Bingo is a rival snack brand. They saw the drama and cheekily offered to send the influencer a big box of their own chips. It was a funny side note and got even more attention on social media. The lesson? Even competitors can get in on the conversation! It shows how a social trend can benefit others.

Q: How can I use these lessons for my own brand?

Listen to what people really want, and don’t be afraid to be creative. Find influencers who match your brand’s style and values, and work with them naturally. Use fun ideas (like special packaging or behind-the-scenes stories) to engage fans. The goal is to make your customers feel heard and involved.

Lay's Flavor Change Triggers Backlash

Some flavours stick with us for years. Lay’s Magic Masala was one of those. People across India remember its mix of tangy spice as comfort food and even a tradition. Fans said it was “a source of joy, nostalgia, and satisfaction”. It was part of family gatherings and childhood snacks.

So when Lay’s quietly changed the recipe, many were upset. They felt like a bit of their snack-time memories was gone. In fact, hundreds of fans signed online petitions asking Lay’s to bring back the original taste, showing just how much the flavour meant to them.

When Fans Speak Up: A Viral Video Rant

One outspoken fan decided to make some noise. In a now-famous Instagram video, creator Zervaan J Bunshah holds up the new Lay’s Magic Masala bag and asks, “Why did Lays ruin Magic Masala?” He jokes that it tastes more like a sweet Gujarati curry than a spicy chip.

Bunshah even declares, “This is possibly the worst thing you could have done.” It was bold, honest, and very, very viral. Within days the video racked up millions of views. Fans flooded the comments, many agreeing with him and tagging Lay’s to bring back the real Magic Masala.

Bunshah’s main messages were clear:

“What have you done to my Magic Masala? The magic is no longer there... This is possibly the worst thing you could have done.”
“Normally we creators promote stuff; I'm demoting this.”

His rant was raw, something you don’t see in polished ads. That authenticity resonated. Millions of people watched, shared, and responded. It proved that one voice (plus a clear message) can capture a market’s mood.

Lay’s Listens and Acts

Lay’s paid attention. By the next day, the brand reached out directly. Through an Instagram reply, Lay’s told Zervaan not to worry; they’d bring back the OG Magic Masala. They explained the new sweet-salty chip was actually a limited-edition experiment. In short: they heard the feedback and promised a fix.

This quick response was savvy marketing. Instead of ignoring the complaint, Lay’s turned it into a promise. They assured fans that the familiar spicy recipe would return. That honesty built trust. Suddenly, a frustrated fan became a brand ally.

A Creative Comeback Campaign

Then things got fun. Lay’s and Zervaan’s team worked together to make the comeback memorable. Lay’s even put Zervaan’s face on special edition packs of the relaunched Magic Masala. It was a playful way to thank him and celebrate the return.

Behind the scenes, Monk Entertainment’s Viraj Sheth later shared that the whole thing was spontaneous: “None of this was planned. Just super-fast thinking and execution from all parties involved.” That speed paid off. By the time news hit social media, everyone had heard the story: the fan, the flavour, and the photo on the bag.

Lay’s also encouraged fans to share their own experiences with the Magic Masala chips. This user-generated content, including photos and videos, added authenticity to the campaign and fostered a sense of community among consumers. By showcasing real people enjoying the product, Lay’s strengthened its connection with its audience.

Bingo Joins the Conversation

While Lay’s was working on bringing back the original flavour, rival brand Bingo saw an opportunity to jump into the conversation. They responded to Zervaan's viral video with a humorous twist.

In a playful Instagram reel, Bingo addressed Zervaan directly:

“Dear Mr. Bunshah, we came across your Instagram reel video. In that video, you were angry because your masala chips were sweet and not spicy! It was really heartbreaking for all of us at Bingo. Therefore, as a token of love, we have packed a truck full of Bingo Hashtags Spicy Masala! Just for you! We promise that each and every chip is spicy and not sweet. Just DM us your address and this truck full of spicy masala chips will be at your doorstep.”

This light-hearted response garnered significant attention, with the video receiving over three million views.

What Brands Can Learn

Lay’s example offers lessons for any marketer or brand manager. Here are some takeaways:

Listen to your audience: Social media is a two-way street. Fans will let you know when something feels off. Monitoring those conversations can save (or make) your campaign.
Nostalgia is powerful: A familiar favourite can spark passion. When fans feel the “old magic” is gone, tapping into that nostalgia (like Lay’s did) can reignite excitement.
Turn negatives into positives: A complaint doesn’t have to be bad press. By responding and involving the fan, Lay’s turned a rant into a real win.
Use authentic voices: Influencers who genuinely care about your product can influence opinions better than staged ads. Let them speak honestly and help shape the story.
Be quick and flexible: Lay’s moved fast. They didn’t stick to a rigid plan; they saw a trend, reacted, and adapted. Quick, creative moves can pay off big.
Make it shareable: Putting the influencer on the packaging and involving him in the process created fresh content for fans to share. It wasn’t just a press release; it was a story people wanted to tell.

By combining fan feedback and influencer marketing, Lay’s turned a potential flop into a heartwarming win. Brands should take note: sometimes the best marketing is listening and collaborating with your own audience.

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