New Delhi , August 7, 2009: Frito-Lay India, the foods division of PepsiCo India, today announced the addition of a new star, the talented and vibrant Chitrangda Singh, to its family. The actress who made heads turn with her powerful performance in the critically acclaimed 2003 film Hazaaron Khwaishen Aisi has been announced as the new brand ambassador for ALIVA – its innovative cracker, made with a unique combination of Wheat & Daal blended with choicest Indian spices. The talented actress is going to be closely involved with ALIVA and will also feature in its new television commercial.
With this, Chitrangda joins the elite list of Frito-Lay brand ambassadors like Saif Ali Khan, Juhi Chawla,M S Dhoni & Kareena Kapoor, each chosen carefully to complement the personality and needs of the brand they endorse.
ALIVA is a significant milestone in FritoLay India’s portfolio transformation journey to provide consumers tasty & healthier choices. With the launch of ALIVA , FritoLay India wants to create a new segment of great tasting baked savoury crackers. Available in 4 launch flavours - Special Pindi Masala , Tomato & Roasted Spices, Mint Flavour with Herbs and Original Salted, ALIVA breaks clutter in the cracker seg ment with stimulating authentic Indian flavours & great ingredients like wheat and lentils
Commenting on the announcement, Ms Deepika Warrier, Director, Marketing, PepsiCo India Holdings (Frito-Lay Division) said, “It gives me immense pleasure to announce Chitrangada Singh as the new brand ambassador of Frito-Lay India. We are proud to welcome her into the PepsiCo family. Aliva is a contemporary Indian brand talking to the progressive young Indian woman who is confident, fun and an individual in her own right while nurturing and taking care of the needs of her young family. Chitrangada completely personifies these values and makes a perfect fit for the brand.”
Speaking on the partnership, Chitrangda said, “It is a privilege to be associated with Frito-Lay India, the snack leader in the country. I am extremely excited to be a part of the new communication campaign for ALIVA . This product has really great chatpate flavours & the delightful part is that its baked with wheat & daal. ALIVA is a perfect product for people like me and makes for a great tea time snack.”
As a part of the new campaign, Chitrangda shall be seen starring in a new television commercial that will go on air next week & can be seen across all major Television channels. The new campaign shall also include 360 promotional activities including large scale on-ground sampling.
The launch of Aliva is a significant step in Frito-Lay’s promise of portfolio transformation towards balanced/healthier snacking options in line with the needs of Indian consumers. Through the year, the consumers have seen PepsiCo’s Snack Food brands inviting them to look beyond what is obvious through interesting innovation, communication and 360 degree marketing campaigns.
PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and beverage company. The group has built an expansive beverage , snack food and exports business and to support the operations are the group’s 43 bottling plants in India , of which 15 are company owned and 28 are franchisee owned. In addition to this , PepsiCo’s Frito Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate 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 over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who 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. For more information, please visit www.pepsico.com
Mrinall Kanti Dey
General Manager - Corporate Communications