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As 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 February. They will also feature in the new advertising campaign that is centered around the 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 popularised 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 symbolises 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 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. "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 flavour 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 passions 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 & Sweet Chilly Caribbean Style is a timely addition to the flavour repertoire of Lay's, which has introduced American Style Cream and Onion, BBQ chicken, Spanish Tomato Tango and Italian Cheesy Paprika flavours in the last two years. The range of international flavours has established the brand as a unique pioneer with flavours that no one can match. The new flavour will be available across the country in packs priced at Rs 5 and Rs 10 respectively. The flavojur 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.
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Copyright
2010, Chennai Interactive
Business Services (P) Ltd. |
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Frito-Lay India, manufacturers of leading snack brands announced Bollywood star Saif Ali Khan and Indian cricketer Mohammad Kaif as
brand ambassadors for Lay's Potato Chips. The company also launched its newest flavour, Saif-n-Kaif
Hot and Sweet Chilly, Caribbean Style to coincide with the ICC World Cup 2003.
