The Frito Lays new campaign “Give Us Your Dellicious Flavour” is an effort to interact with their customers, by giving them an opportunity to co-create a flavour for Lays based on their choice.
Frito Lays executive director, marketing Deepika Warrier is very keen to know the different and innovative flavours that India would come up with. The Entries can be sent either by post, drop boxes, email, website or even by SMS. The best entry would win a sum of Rs 50 lakh as well as be entitled to 1% of the sales turnover from the new flavoured snack that would be launched by the end of May 2010.
The campaign has been executed by JWT. The commercial opens with Saif getting his forearm tattooed. Suddenly Saif realises that the artist has tattooed ‘kareepatta’ instead of Kareena, ‘kareepatta’ being the artist’s favourite flavour. An irritated Saif storms out with his pack of lays only to find a man with a red tattooed face and green moustache saying “tomato chutney”. As he walks down further, he comes across a lady with raw mangoes tattooed all over her back. She looks at him and says “kacchi ambi”. Throughout the he comes across many such people and in the end he asks all of them to tell lays about their favourite flavour.
A similar interactive exercise had been conducted by lays for its “Fight for your flavour” campaign which featured Saif and Dhoni. The consumers were asked to vote for the flavour they liked among two new flavours- spunky pimento and Balsamic Blast.