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: Frito Lay, the makers of popular snack brands such as Lays, Kukure, and Aliva, is giving its fans a chance to create their own flavour of the potato chips brand Lays. Inspired by a similar initiative launched by the brand in the UK in 2008, the company is launching its biggest consumer connect initiative in India that will run for the next eight to nine months. It plans to spend more than 30% of its annual advertising budget on an advertising campaign, which will conclude with the launch of the new flavour in May 2010. In an exclusive interaction with FE’s Pritha Mitra Dasgupta, Deepika Warrier, director marketing, Frito Lay India, talks about the significance of this campaign and the expectations from it.
Please tell us about the new campaign and what it will entail.
It’s actually a massive consumer engagement programme and I must tell you what we have discovered coming out of this slowdown is that consumers today have become extremely demanding. And they are looking for customised experiences and they want brands to interact with them and I think the good old form of marketing, when it was a one-way communication is gone. They are also looking to co-create with brands. So I think the sign of a good leader brand is to engage the consumer and get them on your side and get them to co-create products with you. This is why this campaign is actually very different and is definitely first-of-its-kind in India. We are calling it ‘give us your delicious flavour’ and you could win Rs 50 lakhs and 1% of the total sales of the flavour which you co-create with us.
How do you plan to execute it?
It’s an engagement programme which will be done in 3 phases. In phase one we go and engage consumers. So we want this get this idea across to consumers and say ‘think up your flavour ideas, come to Lays and tell us your flavour ideas’. And anticipating that millions of consumers will be part of that, we have made it very easy for consumers to participate. They can participate through mails, SMS, we will have drop boxes. Secondly we have a panel of judges including celebrity chef and anchor of NDTV Good Times Aditya Bal, Anuja Chauhan executive creative director and VP of JWT, and Dr T S R Murali, director, R&D, PepsiCo India. So...
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