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Home » Media » Press Releases » Aliva’s New Baked

Vidya Balan introduces Aliva’s New Baked Offerings

To be seen in a double role in ‘Upar Se Tasty, Andar Se Healthy’ campaign for Aliva Multigrain Waves


New Delhi, May 24, 2012: The queen of entertainment, Vidya Balan and PepsiCo today unveiled new variants of popular baked snack, Aliva. The brand also revealed its TV campaign with newly appointed brand ambassador, Vidya Balan that celebrates her two different avatars and the dual promise of Aliva Multigrain Waves – Upar Se Tasty, Andar Se Healthy.

The new campaign presents Vidya in a double role for the first time including a sensuous character and a traditional one. The two looks not only reflect the different personas in one person but also highlight the fact that a tasty snack can also be made with ingredients like multi-grains. At the launch event, Vidya made a memorable appearance in a striking outfit that combined her two on-screen looks.

The new Aliva range, now endorsed by Lay’s, follows the successful introduction of parent brand Lay’s baked range of potato chips earlier this year. It further strengthens PepsiCo India’s snack portfolio in line with the emerging consumer healthneeds. Apart from the Multigrain Waves, Aliva has also launched Milk Minis and Crispy Thinz. All three baked productsare available in two variants each - providing more variety, flavours and ingredient choices. The 30-second campaign for Aliva Multigrain Waves will go on air in early June and will be followed by other films for the rest of the range.

Vidur Vyas, Marketing Director - Foods, PepsiCo India , said, "At PepsiCo, it is our constant endeavor to innovate and diversify our portfolio to offer both enjoyable and healthier offerings to our consumers. Endorsed by Lay’s, the new Aliva range is baked and brings forth a unique combination of grains with great taste.”

“Vidya is a great match to highlight the brand’s positioning of a snack jo tasty hai, accha hai. She is a versatile actress, a confident modern woman and also a warm, friendly person; similarly Aliva is not only a tasty snack but is made with ingredients like grains. Our TV campaign highlights the same multifaceted personality of Vidya and Aliva. We also kept the entertainment quotient high and are confident that viewers will appreciate the campaign”, he added.

Vidya Balan,actress and brand ambassador, Aliva said, “I have always enjoyed eating Aliva and am thrilled about my association with the brand. I had a lot of fun while shooting the Aliva ad film as we brought alive two different characters in the same campaign. It was my dream to do a double role and Aliva made it possible. I am sure that the audience will find the campaign as entertaining and the new range as tasty as I find them”.

Talking about the range, Vidya commented, “I have three words to describe the new Aliva offerings – ‘tasty, tasty and tasty’… that’s how I like my snacks and in addition, if it is baked and is made with grains, phirtoh picture hit hai”.

Aliva’s original range of baked crackers is made with tasty wheat and dal; it comes in five delicious savoury Indian flavours including Special Pindi Masala, Indian masala, Mint Flavour with Herbs, Original Salted and Cheese Delight. As part of the new offerings, the company has launched AlivaMultigrain Waves - light & crispy baked snacks made with healthy multi-grains like corn, rice, wheat & oats, a perfect combination of grains with great taste. The Multigrain Waves have unique shapes and are available in two flavours of Sweet & Chilly and Cheese & Herb. There is also the first mildly sweet range in the form of Aliva Milk Minis – made with grains like wheat & rice & has milk. It is available in two flavours - Apple Delight and Vanilla. Aliva Crispy Thinz are baked crispy thin crackers, available in Pizza Blast and Tomato Sweet & Tangy flavours, made with wheat, rice, bajra, jawar& ragi.

Now available nationally, the all new Aliva baked range is priced at Rs.15 for50 gram packs of Multigrain Waves and Milk Minis; 45 gram pack of Crispy Thinz and 60 gram pack for the original Tasty Crackers.

Apart from Vidya, Aliva continues to be endorsed by actress Chitrangada Singh who has been the face of the brand since 2009.

TVC details:

  • Creative Agency:                                             JWT
  • Executive Creative Director:                          SurjoDutt
  • Executive Business Director:                       Joy Chauhan
  • TVC Director:                                                   Anand Iyer
  • Production House:                                         Soda Films
  • TVC duration:                                                  30 seconds / 20 seconds
  • Language:                                                       Hindi / other regional
  • Media Planning:                                              Mindshare

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. With an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, 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 to achieve ‘Positive Water Balance’ in the beverage world. In 2011, PepsiCo India gave back 8.3 billion liters more water than what it consumed, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. For more information, please visit www.pepsicoindia.co.in

For further details, please contact:

Karishma Kataria / Divya Bakhshi                                                       Nitin Yadav / Sandipan Ghatak

Genesis Burson-Marsteller                                                                  PepsiCo India

Mob: +91 9711209880 /+91 9899888643                                          Mob: +91 9811278920 / +91 9810776182

Email: karishma.kataria@bm.com / divya.bakhshi@bm.com       Email:nitin.yadav@pepsico.com / sandipan.ghatak@pepsico.com