FritoLay rolls new campaign with endorsers


MUMBAI: FritoLay India announced its brand new portfolio promotion for 2008 – Chala Change ka Chakkar. This is one of the biggest interactive promotions ever undertaken by FLI since 2001 and will include all the five flagship brands – Lay’s, Kurkure, Cheetos, Uncle Chipps and Lehar. The promotion will be led by brand endorsers Juhi Chawla and Saif Ali Khan as well as FritoLay’s new brand ambassador MS Dhoni. The mega prize is the exchange of one day in the life of three consumers with their favorite celebrity – Saif, Juhi or Dhoni.
FritoLay India managing director Gautham Mukkavilli said, “Chala Change Ka Chakkar is an ode to the empowered Indian consumer, who truly believes that he is in control of his own destiny. So, from material objects that can change his life, to money-can’t-buy experiences, this promotion squarely places the remote for change in the consumer’s hands. The winds of change are also visible across each brand at FritoLay India, as we are poised to reinvigorate our portfolio in 2008. The company has already announced a new brand ambassador, devised new strategies to reach out to its consumers with new flavours, promotions and a lot of action on each of its brands. Chala Change Ka Chakar is therefore a kickstart to a very exciting year for us.”
FritoLay marketing director Deepika Warrier said, “With promotions becoming increasingly undifferentiated our objective was to find a consumer proposition that is truly unique and exciting. The core proposition of Zindagi Badal Lo has been presented with the cheekiness and fun factor that brands like Lays and Kurkure are loved for. Chala Change ka Chakkar is not the usual celebrity meet and greet, where all you get is a handshake and a photo-op with a star – it’s the chance to live his life for a day, as he lives yours.”
The promotion is being supported by a multi-media mix consisting of a TV campaign of four TV commercials, backed by radio, print and online advertising. Each pack of Lay’s, Kurkure, Cheetos, Uncle Chipps or Lehar has an assured prize printed inside the pack and consumers can win any prize out of over Rs 2.5 crore prizes, which include 1.5AT V Honda Civic Cars, Sangini Diamond Jewellery, Sony Vaio Laptops, Apple I-Pods, Moto Razr Mobile Phones, Levi’s Sykes Apparel, Cool Chester Gear, Free packs, Music CDs, and Mobile Ring tones.
The mega prize – the celebrity swap, will be developed into a reality TV format to be telecast on national television. The three half-hour episodes will capture both perspectives of the swap – that of the celebrity living the everyday life of the winner including grocery shopping, ordering the lunch menu, dropping kids to school as well as that of the winner tasting a bit of stardom as he lives Saif, Juhi, or Dhoni’s life.