The Delhi office of HTA has bagged the Frito Lays account. The account, which was handled by FCB Ulka, earlier has recently shifted to HTA and according to sources work has already started on it.
The account, which is estimated to be around Rs 20 crores, was bagged by HTA early February. The brands, which have come with the account, include Frito Lays, Lehar Namkeens, Uncle Chips.
The snack food market, which has seen a fierce competition in the recent times is already hot with the bigger names fighting for a market share with the smaller brands. A bottler associated with Coke too recently announced its plan to launch a namkeen brand soon. This is seen by industry insiders as a move by Coke to enter this highly lucrative market through the back door.
According to Mr. Deepak Jolly, VP, Communications at Pepsi Foods, “The account has been shifted from FCB Ulka to HTA due to the global realignment of the Lays account. HTA would be handling the complete account including creatives, media buying and planning.”
In September, PepsiCo and sibling Quaker Oats Co. moved $350 million in accounts out of Interpublic Group of Cos.' Foote, Cone & Belding
The move obviously would hurt FCB Ulka, thought this loss has already been compensated by the recent accounts won by the agency worth almost Rs 20 crores. Our readers would remember exhcange4media had reported recently that the Delhi office of Ulka had won four accounts in January, which included Bosch & Lomb and Benetton.
Lays, apart from having a dominant 90 per cent share of the packaged potato chips market, also commands a 30 per cent share of the packaged snack food market as well. According to sources in the company the Rs 150-crore Frito Lay is PepsiCo’s only cash-positive business in India, providing some succour to the high-drain but older soft drinks business.