01
MUMBAI: Lay‘s, world‘s No. 1 and India‘s favourite potato chips brand from the stable of Frito-Lay India, is all set to provide some new lip smacking tastes to its consumers. The four shortlisted flavours from a whopping 1.3 million ideas came from four consumers, each of whom gets Rs 5 lakh for their dillogically crisp ideas. Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip Hop Honey & Chilly are the coveted four flavour ideas from a three-month long Give Us Your Dillicious Flavour (GUYDF) campaign.
The four flavours will be piloted in the market across India for the next two months with the theme bachega sirf tastiest (survival of the tastiest). The flavour that elicits the maximum consumer votes will not only continue to stay in the market as the mega winner, but its ideator would be awarded a grand prize of Rs 50 lakh and 1% of sales revenue.
Copy Writer, Mansi Jain (freelancer with BBC World Service Foundation) bagged the prize from Delhi for her innovative Cheesy Mexicana, while Dr. Shipra Samanta‘s Tangy Twist from Ujjain made a smooth entry. Mumbai‘s tech whizkid Sagar Devruhkar came up with Mastana Mango flavor while banker Shouvik Mukherjee of Kolkata thought of Hip Hop Honey & Chilly. The four winners were selected by an elite panel of judges. The selection of four best flavour was based on flavour practicality, best slogan entry and flavour that fits well with Lay‘s brand.
"The overwhelming response to the unique Give Us Your Delicious Flavor campaign has enthused us. It not only is a reaffirmation of consumers‘ growing faith in Frito-Lay but also an endorsement of the popularity of Lay‘s potato chips. It is this faith that has driven us to constantly innovate ahead of the curve. Using this historic consumer engagement program we wish to take in to account our consumers‘ tastes to create new products. I congratulate the four shortlisted candidates and urge consumers to taste and vote and make their favourite flavour stay" said Ms Deepika Warrier, Director Marketing, PepsiCo India (Frito-Lay India division).
All four flavours are exceptionally dillicious. I am excited to know which blockbuster flavour finally gets the maximum consumer attention," said Saif Ali Khan, popular Bollywood actor & Lay‘s brand ambassador at the launch.
Commenting on the launch occasion, Dr T.S.R Murali, Director, R&D Food and Beverages, Pepsico India said: "Judging four out of 1.3 million entries is a colossal task but it doesn‘t remain so when 1.3 million entries turn out to be as surprising. It is now for the consumers to decide what they like the most out of the four selected ones."
The launch of the four flavours will be supported by a 360 degree communication campaign tagged as "bachega sirf tastiest" on TV, radio , print, digital, outdoor and cinema. Every hour a consumer gets a chance to win an iPOD. The lucky voter will be selected randomly through a digitized process of selection and disbursement. The consumers can submit their votes through sms on 9880298802, on website www.yourlaysflavour.com, email: entry@laysflavour.com or call at 1800 209 8802.
