A battle royale is in the offing as two of India's biggest celebrities and Lays brand ambassadors, Saif Ali Khan Pataudi and MS Dhoni get ready to 'Fight for your Flavour' this summer. Frito Lay India has launched not just two new delicious flavours, Spunky Pimento and Balsamic Blast but also a unique and never before marketing campaign with 'Fight For Your Flavour'. This concept allows consumers to vote for the flavor of their choice. The flavor with the maximum votes continues in the market. The flavors have been selected by the Lay's brand ambassadors – superstar Saif Ali Khan and master blaster M S Dhoni – with each celebrity rooting for the flavor of their choice, Spunky Pimento and Balsamic Blast respectively. The campaign which commenced on May 22 will run for a six week period with the winning flavour staying in the market for an additional two weeks.
Speaking about the initiative, Deepika Warrier, Marketing Director, Frito Lay India said, "Consumers today increasingly want to exercise their choices and Fight for the Flavour is a unique promotion as it allows our consumers to do exactly this. Saif and Dhoni will urge consumers to vote for their respective flavours. While the interaction with the consumer is exciting in itself, this is also the first time that such a face-off has taken off between brand ambassadors of a brand. And ultimately it is their persuasion skills and the popular vote which will determine which of these flavours reigns supreme and stays in the market for a longer period of time."
Urging consumers to vote for his flavour, Saif said, "Combining the tongue tingling flavours of tomato and paprika, Spunky Pimento is cool, fun and funky just like me. I want consumers to just try one pack of Spunky Pimento and then their taste buds will convince them to fight for their flavour."
Dhoni in turn called upon consumers to vote for his flavour saying, "With parsley and yellow chilly against a balsamic vinegar base, Balsamic Blast is a little sweet and a little zesty just like me. Customers won't be able to help themselves but vote for Balsamic Blast in this ultimate fight for the flavour."
In this campaign, spearheaded by Saif and Dhoni, consumers will be able to choose what they want in the market for the first time ever. They can try both the flavours and then vote for their favourite either by smsing FFFS (for Spunky Pimento) or FFFD (for Balsamic Blast) to 09972040000 or logging into the website www.whatstheprogram.com. Additionally polling booths will also be set up in malls, multiplexes and Cafe; Coffee Day outlets to help consumers vote for their flavour. Their vote will not only ensure that their favourite flavour remains in the market, early birds will also win them cool merchandise like posters, key chains, mousepads and t-shirts. The merchandise all comes in variants of two out of which consumers can choose their favourite depending on which flavour they are rooting for.
Let the fight for the flavour begin.
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.
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