Six New International flavours representing six countries vie for consumer taste buds 49 lucky winners to get an opportunity to walk with the captain during the ICC Cricket World Cup 2011
January 17, 2011:Lay’s, the world’s and India’s number one potato chip brand, today announced the “Lay’s Flavour World Cup 2011” for millions of ardent fans. This innovative campaign was unveiled by Saif Ali Khan, Lay’s brand ambassador and Vidur Vyas, Marketing Director, PepsiCo Foods India.
As part of Flavour World Cup 2011, Lay’s has introduced six new international ‘dillicious’ flavours. These are Australia’s Herb ‘n’ Lime, South Africa’s Peri Peri Sauce, Sri Lanka’s Sweet Onion Sauce, England’s Grilled Cheese, West Indies’ Hot & Sweet Chilli and New India’s Magic Masala, each representing a country in the ICC World Cup 2011.
Starting today, consumers can taste all six and be a fan of their favourite flavours by participating in this campaign through SMS to 9880298802, call 1800 209 8802 (Toll Free) or by writing in to firstname.lastname@example.org. One lucky winner everyday gets a chance to walk with the captains in the ICC Cricket World Cup. Also, consumers stand a chance to win mobile phones every hour and home theatres every twelve hours.
Unveiling the campaign, Vidur Vyas said: “Lay’s has always been ahead of the curve when it comes to delighting customers with innovate campaigns. Each of our six international flavours represents different international cricket playing countries. We believe this campaign gives the global Indian a unique experience on exciting tastes right here in India and will also take our consumer engagement initiatives to the next level and add to the huge fan base of Lay’s. I look forward to enthusiastic participation from consumers across India. So go on India, taste all six and be a fan”.
“What a spectacular SIX!’ This is one world cup, everyone would like to taste. These six international flavors are going to put a tough match really and add to the enthusiasm of the cricket world cup. The excitement has just begun and I am personally waiting to see how it unfolds. Like millions of fans, I too have a personal favourite, our very own India’s Magic Masala.” said Saif Ali Khan.
Lay’s Flavour World Cup is supported by 360° communication, which includes television, outdoor, print and a significant online component that includes social media. Logon to www.laysflavourcup.com
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become the country’s largest food and beverage business. One of the largest multinational investors in the country with an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 36 beverage bottling plants, (13 company & 23 franchisee owned) and 3 food plants. Our state-of-the-art manufacturing plants produce a range of products from treats to healthy eats that deliver joy as well as nutrition to the consumers. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker, and young but immensely popular and fast growing brands such as Nimbooz and Aliva.
PepsiCo India's employees are driven by the company’s global commitment to sustainable growth, Performance with Purpose (PWP), which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business in the PepsiCo global system to achieve ‘Positive Water Balance’ (PWB), a fact validated by an independent audit. For more details on PWB and PWP, please visit http://www.pepsicoindia.co.in/CSR/replenishingwater.aspx
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of its continued sustainability efforts, PepsiCo was named for the third time to the Dow Jones Sustainability World Index (DJSI World) and for the fourth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2009. For more information, please visit www.pepsico.com
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