Lay's, the potato chips brand of PepsiCo India, has shifted focus to consumer engagement programmes through scale engagement, rather than brand programmes. The trend started in 2008, with Lay's 'Fight for your Flavour' campaign. Consumers were asked to vote for a flavour of their choice. The flavour which won maximum votes continued to be in the market. In 2009, Lay's launched the 'Give Us Your Dillicious Flavour' campaign. Spread over three phases, the campaign, in its first phase, asked consumers across the country to send in their entries between November 2009 and January 2010. Four winning flavours were selected by a panel of celebrity judges.
Says Ruchira Jaitly, executive vice-president, Frito-Lay India, "We have gradually realised over the years that rather than a simple brand campaign, scale engagement programmes such as 'select your flavour', supported by other mediums, help in attracting more attention. For example, 'Give Us Your Dillicious Flavour' campaign, which was highly successful, received 1.3 million entries. Consumers are no longer interested in watching a simple brand story. They would rather be a part of it in some way."
The third and the last phase of the campaign will have 49 winners who will have the honour of walking with the captains of the teams playing at each match during the tournament. Says Jaitly, "The World Cup has 49 matches. Each time a match is played, one of the 49 winners will walk into the field with the captains. The winners will also get the chance to watch the match live and share their experiences on the Facebook page."