In order to capture the fever of home coming of the cricket World Cup after 15 years, Lays has launched six international flavours as part of its biggest ever 360 degree communication marketing campaign, ‘Flavours World Cup 2011’. The campaign aims at creating “money can’t buy experience” for its consumers by giving them an opportunity to walk along with captains of various teams at each of the 49 matches played during ICC Cricket World Cup 2011.
Speaking on the strategy behind the campaign, Vidur Vyas, Marketing Director, Frito Lay India, said, “World Cup is just around the corner and we wanted to create a better connect with the youth that is completely hooked to the game. So, we thought of this engaging campaign that is asking the consumers to choose their favourite flavour. Each of our six international flavours represents six different international cricket playing countries. These flavours give the global Indian a unique experience on exciting tastes right here in India.”
Teaser commercials for the campaign have already been on air for some time. The new TVC, which is a follow up to the teaser commercials, will be live on air from January 18, 2011 with MS Dhoni and Saif Ali Khan asking people to vote for their favourite flavour. A website, laysflavourcup.com, has been created entirely for the campaign, which will run on various other media like print, radio, outdoor and digital. Apart from the three teaser commercials and the main film, there will be flavour specific commercials as well.
Elaborating more on the idea, Ruchira Jaitly, Vice President - Marketing, Frito Lay India, said, “Many consumers asked us to innovate and bring out international flavour during our co-creation “Give us your Dillicious Flavour” campaign. We chose the favourite cuisines from different countries and thus came out with these new flavours. The campaign will be run in three World Cup hosting countries.”
Commenting on utilising the digital medium more, Jaitly added, “We are definitely planning to increase our spending on the digital medium in the coming days. There will be a great focus on leveraging the potential of the medium through better consumer connects.”
Lays is the official snacks partner for the ICC Cricket World Cup 2011.