Lay's asks on October 28, 2009, what's your dillicious Flavour?
Lay's, the world's and India's number one potato chips brand, today announced the launch of "Give Us Your Dillicious Flavour" campaign.
Give Us Your Dillicious Flavour, an innovative engagement program, is aimed at getting Lay's its next potato chips flavour from the Indian consumer. The campaign will give the consumer an opportunity to co-create the flavour they like on Lay's and also become rich and famous. The winner will receive a mega prize of Rs 50 lakh plus 1% of the sales turnover from the new flavour, which will be launched by the end of May 2010. The winners will be selected by an elite panel of judges headed by celebrity chef and anchor NDTV Good Times, Aditya Bal, Anuja Chauhan, author and Executive Creative Director and VP of JWT, and Dr T S R Murali, Director, R&D, PepsiCo India. Each panel member brings its own expertise.
Unveiling the campaign here today, Ms Deepika Warrier, Marketing Director, PepsiCo India (Frito-Lay India division), said, "Considering the diversity of tastes in our country, the campaign surely will be exciting"- engaging millions of Indians to come and express their individuality, tastes and choices. Personally, I am keen to see what interesting and innovative flavour ideas India will give us.
Lay's brand ambassador and bollywood actor Saif Ali Khan said, "Just as I have my own take on what flavour I like on Lay's, every Indian has their favourite too. Personally I am excited how the campaign will go. It has all the ingredients of a great thriller. Give Us Your Dillicious Flavour is being supported by a 360° marketing mix with an idea of consumers expressing their flavour though body art."
The campaign is spread over three phases. Consumers across the country will send in their entries between November 2009 to January 2010 and four winning flavours will be selected by a panel of celebrity judges. In the second phase, the four selected flavours will be launched in the market and out of them one will be chosen as the winner in the final phase. One who gets the largest number of votes will be judged the winner and take home 50 Lakh rupees and 1% of the sales turnover of the flavour.
To communicate the thought of Give us Your Dillicious Flavour, JWT has come up with a disruptive visual metaphor that bridges all barriers of language, and cultures across India.
Body Art feels very Indian at its core, borrowing heavily from the practice of tribal self-beautification, kitschy truck and auto-rickshaw painting and cricket fan frenzy. At the same time, it is also cutting edge and international.
So the launch film has Saif Ali Khan being aggressively pursued by consumers who are body painted as their favourite flavour idea. They're painted as kachi ambi or Achaari Baigan or Chilli Cheese. They pop up at him from everywhere, demanding that he pick their flavour till he turns around and tells them to not tell him, but to tell Lays.
The thought can be executed into multiple media and is being supported by 360° marketing campaign consisting of television commercials, radio, online, outdoor and print advertising.
Since its entry in India in 1989, PepsiCo's snack foods division FritoLay India (FLI) has become the clear leader in branded snack segment. Quaker Oats, Aliva, low fat and baked snack options enhance the choices available to the growing health and wellness needs of FLI consumers.
Lay's is the World's No. 1 and India's favorite Potato Chip brand. It has a wide range of flavours and formats. It is available in Indian flavours like Magic Masala and the recently launched India's lime and Masala masti and also has brought innovative international flavours like Spanish Tomato Tango, American Style Cream & Onion, Caribbean Hot & Sweet Chilli and Classic Salted to the youth. For premium snacking needs it has Lay's Stax – the irresistible potato crisp in a can (Salted Solo, Cheese Jalapeno Jive, Cream ‘n' Cheese Crave, Cajun Beats, Paprika Pizzaz, Salsa Swing)
FritoLay India produces its snacks at its state-of-the-art plants in Channo (Punjab), Pune (Maharashtra) and Sankrail (West Bengal). The company's strong stockiest distribution network has proven highly effective at reaching vast numbers of retail outlets. The company operates 38 distribution centers that serve more than 2,500 active stockiest, reaching approximately 845,000 retail outlets that in turn makes the product available at an arms length.
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
Mob: +91 9899961550
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