Jubel’s triple-digit growth shows the power of focus in modern marketing. By targeting the right audience, owning a niche, and staying consistent, the brand proves that doing one thing well can outperform diversification.

Lay’s, one of India’s most recognizable snack brands under PepsiCo, has long been woven into the country’s food culture. Beyond being a simple bag of chips, Lay’s has frequently shown up in local sandwiches, chutneys, and even fusion dishes in online food content—spontaneously and organically. Recognizing this unique cultural moment, the brand shifted from traditional advertising to co-creation with consumers, resulting in a campaign that reimagined the brand’s role in everyd