February 1, 2008, Mumbai: FritoLay India, the undisputed leader in the branded salty snacks segment, today announced its brand new portfolio promotion for 2008 - Chala Change ka Chakkar. This is one of the biggest interactive promotions ever undertaken by FLI since 2001 and will include all the five flagship brands - Lay's, Kurkure, Cheetos, Uncle Chipps and Lehar. The promotion will be led by brand endorsers, Juhi Chawla and Saif Ali Khan as well as FritoLay's new brand ambassador, MS Dhoni.
Commenting on Chala Change Ka Chakkar, Gautham Mukkavilli, Managing Director, FritoLay India said, "Chala Change Ka Chakkar is an ode to the empowered Indian consumer, who truly believes that he is in control of his own destiny. So, from material objects that can change his life, to money-can't-buy experiences, this promotion squarely places the remote for change in the consumer's hands. The winds of change are also visible across each brand at FritoLay India, as we are poised to reinvigorate our portfolio in 2008. The company has already announced a new brand ambassador, devised new strategies to reach out to its consumers with new flavours, promotions and a lot of action on each of its brands. Chala Change Ka Chakar is therefore a kickstart to a very exciting year for us
Elaborating on the promotion, Deepika Warrier, Marketing Director said, "With promotions becoming increasingly undifferentiated our objective was to find a consumer proposition that is truly unique and exciting. The core proposition of "Zindagi Badal Lo” has been presented with the cheekiness and fun factor that brands like Lays and Kurkure are loved for. Chala Change ka Chakkar is not the usual celebrity meet and greet, where all you get is a handshake and a photo-op with a star - it's the chance to live his life for a day, as he lives yours
The promotion is being supported by a multi-media mix consisting of a TV campaign of 4 TV commercials, backed by radio, print and online advertising. Each pack of Lay's, Kurkure, Cheetos, Uncle Chipps or Lehar has an assured prize printed inside the pack and consumers can win any prize out of over 2.5 crore prizes which include 1.5AT V Honda Civic Cars, Sangini Diamond Jewellery, Sony Vaio Laptops, Apple I-Pods, Moto Razr Mobile Phones, Levi's Sykes Apparel, Cool Chester Gear, Free packs, Music CDs, and Mobile Ring tones. The mega prize is the exchange of one day in the life of three consumers with their favourite celebrity - Saif, Juhi or Dhoni!
The exciting mega prize - the celebrity swap, will be developed into a reality TV format to be telecast on national television. The three half-hour episodes will capture both perspectives of the swap - that of the celebrity living the everyday life of the winner including grocery shopping, ordering the lunch menu, dropping kids to school as well as that of the winner tasting a bit of stardom as he lives Saif, Juhi, or Dhoni's life.
PepsiCo is a world leader in convenience foods and beverages, with 2006 revenues of more than $35 billion and over 168,000 employees worldwide. Its world renowned brands are available in nearly 200 countries and territories.
PepsiCo entered India in 1989 and has grown to become the country's largest selling food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. The group has built an expansive beverage, snack food and exports business and to support the operations are the group's 37 bottling plants in India, of which 16 are company owned and 21 are franchisee owned. In addition to this, PepsiCo's Frito Lay snack division has three state-of-the art plants. PepsiCo's business is based on its vision of making tomorrow better than today. PepsiCo's commitment to living by this vision every day is visible in its contribution to our country, consumers, farmers and our people.