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Home » Media » Press Releases » Lay’s Pushes The Imagination Of Cricket Fans In IndiaLay's Forays Into E-Commerce With The Perfect Cheering Kit To Enjoy The Matches This Cricket Season!

Lay’s Pushes The Imagination Of Cricket Fans In IndiaLay's Forays Into E-Commerce With The Perfect Cheering Kit To Enjoy The Matches This Cricket Season!

~Launches ‘Lay’s Before Wicket’ Cheer kit in collaboration with Happily Unmarried & Amazon.in~

New Delhi, February 27, 2015 The experience of watching a cricket match is just as important as the results of the match. Enhancing the cricket viewing experience for consumers this cricketing season, Lay’s has launched its limited edition ‘Lay’s BeforeW ickets’ (LBW) cheering kit. This exclusive cheering kit have been custom designed by Happily Unmarried and will be sold exclusively via Amazon.in.

The kits are designed keeping in mind the passion for cricket, company of friends and the great taste of Lay’s. Aptly named Lay’s Before Wickets, these kits promise to add an extra dose of fun and excitement during matches. Apart from Lay’s & Pepsi, the LBW kit includes exclusively created cheering merchandise and Eating & Drinking merchandise using popular cricket lingos to add to the fun of cheering. With 22 items in the kit, the kit will retail exclusively on Amazon.in for MRP Rs. 1999/- and are sure to add an exciting zing to the cricket viewing experience. Consumers can buy this kit at www.amazon.in/layslbwkit

Eating & Drinking:

  1. 5 x Rs.20 packs of Lay’s
  2. 2 x 600ml Pepsi.

Eating & Drinking Merchandise:

  1. 1 unique ‘’Chip Stadium’’ for keeping Lay’s and Pepsi
  2. 1 "Clean Bowled" Chip Bowl shaped like a cricket ball
  3. 2 Dip Bowls "Caught N Bowled" & "Well Bowled"
  4. 2 drink glasses "My Doosra" & "Drinks Break"
  5. 4 coasters  for the taste of Lay’s called "Hooked", "Googly", "Sweeps"& "Pull"
  6. 1 cool bat shaped bottle ‘’Opener’’

Cheering Merchandise:

  1. 1 premium "Life is a Pitch" kit bag;
  2. 1 "Swing is King" T-Shirt
  3. 1  "Howzzat" Vuvuzela
  4. 1 colorful ‘’Cheer Wig’’

Rajiv Mathrani, Director & Category Marketing Head, PepsiCo Foods said, “Cricket & friends were the two main things we kept in mind while conceptualizing these limited edition cheering kits. The irresistible taste of Lay’s coupled with the cool merchandise in the >Lay’s Before Wicket cheering kit is bound to enhance the match viewing experience with friends this cricket season.”

Samir Kumar, Director Category Management, Amazon India said, “We are very happy to be the partner of choice for Pepsico and offer our customers the opportunity to be the first to own the Cheering Kit to enjoy cricket matches. We see this as a great opportunity to offer customers across India – even those residing in the remote areas of the country- the ease, convenience & joy of experiencing this exciting offering and make their cricket viewing experience fun-filled and enjoyable”.

Rajat Tuli, Co-Founder Happily Unmarried said, “We are thrilled to have been part of this campaign. With these kits we have brought together all the essentials required for a great match viewing experience. With the quirky design thought around the language of cricket, the kit is bound to be a conversation starter at the cricket parties with friends. ”

This activity is part of Lay’s ‘Yeh Game Hi Hai…Taste Ka’ campaign for ICC World Cup 2015. It’s a power packed 360-degree outreach and engagement plan. The campaign will cut across multiple media vehicles. These cheering kits are a part of the overall objective of Lay’s to bring people closer to the matches with the campaign.

The Lay's Before Wicket kit is all you need to bring the house down this world cup. Order it now and get ready to party the Lay's way, after all Yeh Game Hi Hai …Taste Ka!

About Lay’s:

Launched in 1995 in India, Lay’s is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that our consumers love. Lay’s has wide range of offerings under its umbrella, with unique and indulgent flavours that cater to both local and international tastes. It is available in Indian flavours like Magic Masala and also has brought in innovative international flavours like Spanish Tomato Tango, American Style Cream and Onion, Caribbean Hot and Sweet Chilli, Classic Salted, Lay’s Chile Limon and Lay’s French Salt and Cracked Pepper. Consumers can also log into the Lay’s Facebook page at www.facebook.com/laysindia

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in

For further details, please contact:

Nafeesa Abid / Neha Sabharwal

Genesis Burson-Marsteller

Mob: +91 9899592586 / +91 9999690904

Email: nafeesa.abid@bm.com / neha.sabharwal@bm.com

Sandipan Ghatak

Corporate Communications, PepsiCo India

Mob: +91-9810776182

Email: sandipan.ghatak@pepsico.com