lays1 and I love this brand….I always wanted to be part of this brand’s thinking…and finally….42-20332127 If I look back, I engaged, for a while, with a part of the journey for quite a few well known Indian brands {largely FMCG}, but, in most cases, the garage thinking {quite rigorous and interesting, largely related to Positioning/Repositioning/Launching a brand} never took a tangible form, which the whole world consumes through the mainstream media like TV, Press etc. Ideas are the most fragile creatures in this world, which can be owned or appropriated or usurped, effortlessly, by anyone.