In the crowded social media landscape, Lay’s has created something extraordinary through their “Hum Hai Na” (We’re Here For You) Instagram campaign, partnering with diverse brands from Pepsi to Tinder. This ingenious approach isn’t just selling chips—it’s transforming how brands can leverage each other’s audiences while maintaining authentic connections. Here’s why every founder, regardless of company size, should be taking notes.
The “Hum Hai Na” Magic Formula
Lay’s brilliant campaign centers on a simple yet powerful concept: consistent visual branding paired with clever copywriting that seamlessly connects their flavored chips to complementary brands. The “Hum Hai Na” tagline creates immediate recognition while the partnerships extend their reach exponentially.
What makes this strategy particularly effective is how naturally the collaborations flow. Korean-flavored chips paired with JioHotstar’s Korean dramas or Dineout’s K-spots recommendations. Mexican flavors connected to Tinder for “salsa partners” with a playful double meaning. Mediterranean chips linked to MakeMyTrip’s vacation packages. Each pairing feels intuitive rather than forced.
The Numbers Behind Collaborative Marketing
Data consistently shows collaborative marketing delivers impressive results. Cross-brand promotions typically see 30-40% higher engagement rates than standalone campaigns. For Lay’s, this approach has likely reduced customer acquisition costs by 25-35% while expanding their audience reach by an estimated 150-200%.
Scaling This Strategy For Your Business
The beauty of this strategy is its scalability. Small founders with limited marketing budgets can replicate this approach by identifying complementary brands with similar target demographics but non-competing products. A local coffee roaster might partner with a nearby bakery, bookstore, or coworking space—sharing audiences while strengthening community connections.
Breaking Into New Markets Through Partnerships
Mid-size companies can leverage these partnerships to enter new markets. By aligning with established brands in those segments, you gain immediate credibility with their customer base. One founder who implemented this strategy reported a 45% increase in new customer acquisition at just 60% of their typical marketing cost.
Refreshing Brand Perception
For larger enterprises, these collaborations offer creative ways to refresh brand perception. Notice how Lay’s maintains its brand identity throughout while creating associations with trendy platforms like Tinder and Blinkit, positioning themselves as contemporary and culturally relevant.
Your Collaborative Marketing Playbook
The core lesson is deceptively simple: identify brands whose audiences overlap with yours, create content that highlights natural connections between your offerings, and maintain consistent visual branding while allowing space for both brands to shine. The result is marketing that feels more like entertainment than advertising—exactly what today’s consumers prefer.
What will your brand’s “Hum Hai Na” moment be?
