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Frito Lay to focus on UP; leverage brand ambassador Kaif

MUMBAI: Snack manufacturer Frito-Lay India (part of Pepsico India) has formed clear cut strategies in order to make a dent in the lucrative north India market. Frito-Lay India director sales Sanjay Warke was quoted as saying that that Uttar Pradesh (UP) will be the focus of its expansion strategy. The company has developed a new multimedia ad campaign which will be launched in India's most populous state.

The company has decided that the best way for the brand to forge an emotional bond with the youth is to use celebrity endorsements and rope in people perceived as role models. Keeping that in mind the brand has roped in Bollywood hunk Saif Ali Khan and the new Indian cricketer on the block Mohammed Kaif who hails from UP as their brand ambassadors.

Kaif was in Lucknow to declare the winners of the Lay’s-Radio City contest being run in the city between 31 March and 2 April. The winners got the opportunity to meet Kaif in person and to have lunch with him.

Warke was quoted as saying: “UP accounted for eight per cent of Lays sales in 2002. As a marked gesture of our appreciation, we have decided to keep the north Indian consumer at the centre of our plans for Frito-Lay India. Our plan is to catapult Lay’s to a mega snack brand status amongst the youth in UP and we intend to capture 10 per cent market share of the branded salties market in UP.”

Frito-Lay India is also looking at strengthening its hold in north India by improving distribution and ensuring consistent quality. It will continue to invest in North Indian media to increase brand awareness and equity. Lay’s potato chips are available in five variants – Classic Salted, Magic Masala, American Style Cream and Onion, Spanish Tomato Tango and the latest launch – Saif & Kaif Hot and Sweet Chilli Carribean Style.

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