In this season of elections, this is a battle for votes of a different kind. Saif Ali Khan and MS Dhoni get down to some ‘netagiri’, seeking votes for their preferred flavour of Frito Lay chips. The voting forms part of Frito Lay’s campaign titled ‘Fight for your Flavour’, wherein consumers get to vote for the flavour of their choice, with the flavour garnering the maximum votes getting to continue in the market.
To support this initiative, Frito Lay has come up with a TVC featuring brand ambassadors Khan and Dhoni, where Khan’s Spunky Pimento and Dhoni’s Balsamic Blast fight it out for consumers’ votes.
Elaborating on the initiative, Deepika Warrier, Marketing Director, Frito Lay India, said, “Consumers today increasingly want to exercise their choices, and ‘Fight for your Flavour’ is a unique promotion as it allows our consumers to do exactly this. Saif and Dhoni will urge consumers to vote for their respective flavours. While the interaction with the consumer is exciting in itself, this is also the first time that such a face-off has taken off between brand ambassadors of a common brand. And ultimately it is their persuasion skills and popular vote that will determine which of these flavours reigns supreme and stays in the market for a longer period of time.”
The TVC has been conceptualised by JWT and directed by Shaad Ali of ‘Bunty Aur Babli’ fame. Shavon Barua, Vice-President and Client Services Director, JWT, said, “We believe that the more one involves the consumers with the brand, the more enhanced is the consumers’ engagement with the brand. ‘Fight for your Flavour’ is an international Frito Lay concept and we thought that this was an opportune time to bring this concept to India with two new flavours all set to hit the market.”
On bringing in Dhoni as a brand ambassador, Barua said, “This is just a step to reignite the youth quotient further and add more to the brand. We brought in Dhoni as he has a mass appeal among Indian youth.”
The ‘Fight for your Flavour’ campaign appeals to consumers to participate and vote through SMS of logging in to be it www.whatstheprogram.com. Additionally, ‘polling booths’ would also be set up in malls, multiplexes and Café Coffee Day outlets to help consumers vote for their flavour. There is a robust 360-degree activation planned in the space and merchandise in variants of two such as posters, key chains, mouse pads and T-shirts can be won.