Lay's launches campaign to increase consumer engagement

MUMBAI: Lay‘s, the potato chips brand from the PepsiCo India factory, has announced the launch of its latest consumer engagement campaign, "Give Us Your Dillicious Flavour".

"Give Us Your Dillicious Flavour" is an innovative engagement programme is aimed at getting Lay‘s its next potato chips flavour from the Indian consumer.

The campaign will give consumers an opportunity to co-create the flavour they like on Lay‘s wherein the winner will receive prize money worth Rs 50,00,000 and 1 per cent of the sales turnover from the new flavour. The new flavour will be launched by the end of May 2010.

In a bid to generate buzz around this new programme, Lay‘s has created a 360 degree marketing campaign with a major focus on television.

Says PepsiCo India (Frito-Lay India division) marketing director Deepika Warrier, "Apart from TV, we will also exhibit our presence across outdoor, radio, mobile and the internet to create interactivity." 
The marketing campaign will run for an approximate eight-month period that will be divided into three phases.

"The first phase will see the launch of a contest on 30 October that will ask consumers to send in their entries stating their favourite flavours and accompanying slogans. The next phase will be the judging round wherein four flavours will be shortlisted and the third phase will select the final winner," Warrier adds. 
The company will also host various on-ground activations to further enhance consumer brand engagement.

The winners will be selected by a panel of judges headed by NDTV Good Times celebrity chef and anchor Aditya Bal. The other members on the panel include JWT Executive Creative Director and VP and author Anuja Chauhan and PepsiCo India director R&D Dr TSR Murali.

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