Frito-Lay has rolled out a multimedia consumer engagement program for its packaged potato chips brand, Lay's. The campaign, named 'Give us your Dillicious Flavour', aims at creating its next potato chips flavour with the help of Lay's consumers. The campaign will give the consumer an opportunity to co-create a flavour s/he likes. The winner will receive a cash prize of Rs. 50 lakhs and 1% of the sales turnover from the new flavour, which will launched by the end of May 2010.
Speaking on the occasion, Deepika Warrier (pictured, left), marketing director, PepsiCo (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."
The winners will be selected by a panel of judges headed by celebrity chef Aditya Bal, Anuja Chauhan, ECD and VP, JWT and Dr. TSR Murali, director, R&D, PepsiCo India.
The TVC for the campaign features Lay's brand ambassador Saif Ali Khan (pictured, right).
Watch the commercial here:
The commercial begins with Saif getting himself a tattoo on his forearm. When he sees the final tattoo, he realises that the tattoo artist has tattooed 'kareepatta' (curry leaves) on his arm, which is the former's favourite flavour. Indignantly, he storms out of the place with a pack of lays, when he encounters a man with bizarre red and green tattoo over his face, and says 'tomato chutney'. Similarly, a girl with raw mangoes tattooed all over her says 'Kacchi Ambi'. In the end, Saif tells all the people to tell Lay's about their favourite flavour, thus informing them about the campaign.
Credit details:
Project: Dillicious flavour
Brief: To encourage consumers to send in their flavour ideas
Client: Frito-Lay India
Creative agency: JWT
Executive director: Anuja Chauhan
Copywriter: Simran Sahni
Art director: Anupama Ramaswamy
Production house: MAD Films
Director: Francois Merlet
Post-production studio: Prime Focus
Media agency: Mindshare
Media used: TV, print, outdoor, activation
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