Frito-Lay India, manufacturer of leading snack brands today announced spunky Bollywood star Saif Ali Khan and youthful fiery Indian cricketer Mohammad Kaif as the brand ambassadors for Lay's Potato Chips. The company also launched its newest flavor, Saif-n-Kaif Hot & Sweet Chilly, Caribbean Style to coincide with the ICC World Cup 2003.
As the brand ambassadors, Saif and Kaif will promote the brand and will be involved in the ICC World Cup promotions that Frito Lay will run in the month of February 2003. They will also feature in the new advertising campaign that is centered around irresistibility of Lay's chips and passion for cricket in India. The contrasting personality traits of the two stars are seen as being core to the twin taste in the new flavour - Saif-n-Kaif Hot & Sweet Chilly Caribbean Style.
"Lay's personality is warm, mischievous, light hearted, fun and endearing, values that Saif Ali Khan has popularized in his film characterizations.. In addition, research with core target audience (13-18 boys and girls) indicates that Saif is relatable and brings with him an ease and a boy- next- door's natural wit-'n'-charm. He is seen as a guy who infuses fun in any situation, said Manu Anand, Managing Director, Frito-Lay, India. "On the other hand, Mohammad Kaif symbolizes the fiery spirit of young India. The Natwest win established him as a gritty cricketer to reckon with. Together Saif and Kaif represent the two contrasting values which are embodied in the flavour experience."
Lay's will continue using the S&K duo through various exciting innovations in promotions, packaging and new flavour launches. This will keep the buzz around the brand alive and the company will deliver on its promise of providing continuous excitement to its consumers through its products, promotions and ad campaigns. The launch of flavors such as Saif -n- Kaif Hot & Sweet Chilly Caribbean style would help position Lay's as the chips with the most irresistible flavors.
"It is very exciting to be associated with a fun brand like Lay's. I am sure Saif-n-Kaif Hot & Sweet Chilly, Caribbean Style with its spicy, tangy taste is a flavor that will go down well with the younger generation," said Saif.
To further highlight the official chip status of Lay's in the world cup, Kaif comes in as the perfect ambassador from the cricket world.
"I am happy to be the brand ambassador for Lay's along with Saif. Cricket and Bollywood are the two passion of India and I am sure people are going to enjoy seeing us in the forthcoming campaign," said Kaif.
The launch of Saif-n-Kaif Hot and Sweet Chilly Caribbean Style is a timely addition to the flavor repertoire of Lay's, which has introduced American Style Cream and Onion, BBQ chicken, Spanish Tomato Tango and Italian Cheesy Paprika flavors in the last two years. The range of international flavors has established the brand as a unique pioneer with flavors that no one can match.
The new flavor will be available across the country in packs priced at Rs 5 and Rs 10 respectively. The flavor is being launched in three price points- Rs. 5, Rs. 10 and to mark the ICC Cricket World Cup, a new cricket bag is being launched at Rs. 20.
About Lay's
Lay's Potato Chips are the flagship brand of Frito-Lay India. Introduced 10 years ago as Ruffles Lay's, the brand has had consistent growth thereafter. Last year it has grown by 48%. The potato chips category comprises 76% unbranded players and 24% branded players. Between Lay's and Uncle Chipps, 88% of the market share is with Frito Lay.
Lay's potato chips are available in four variants - Classic Salted, Magic Masala, American Style Cream and Onion and Spanish Tomato Tango.
About Frito-Lay India
Frito-Lay India is the manufacturer of leading snack brands such as Lay's Potato Chips, Lehar Namkeen, Kurkure and Cheetos fun snacks in India. Its parent company, the $ 14 billion Frito-Lay International is the world's largest snack food company and is part of the $27 billion PepsiCo Group of Companies.
Frito-Lay India is the largest player in the Indian salty snack market with a market share (value) of above 40%.
Lay's potato chips are available in four variants - Classic Salted, Magic Masala, American Style Cream and Onion and Spanish Tomato Tango. Cheetos, the extruded snack foods from Frito-Lay, has three variants - Tomato Wheels, Masala Balls and Cheese Puffs. Lehar Namkeen has a wide variety of winning products including Aloo Bhujiya. Kurkure has expanded its range with launch of Kurkure Twisteez and Kurkure Red Chilli Chatka to add to Kurkure Masala Munch.
For more information:
Arvind Bhandari Parul Sharma
Frito-Lay India Genesis PR, New Delhi
Tel: 95124-2803200 Tel: 91 11 26878790/91/92
Fax: 95124-2803165 Fax: 11 91 26881733
Email: arvind.bhandari@intl.fritolay.com E-mail: psharma@genesispr.com
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