FritoLay India has become the first FMCG brand in India to channel its brand communication through podcasting. The new ‘Lays Latino Style’ music video featuring actor Saif Ali Khan is available as a video podcast on its website www.lays.co.in.
“The key to Lays’ success has been understanding the consumer and continuous innovation to engage him/her with the brand. The Lays’ ‘Latino Style’ music video launch through a podcast is a fantastic way to reach out to a sizeable net savvy consumer base. It not only represents Lays’ cutting edge innovation practices, but also our commitment to pioneer the very latest and excite our consumers like no other brand can. We are positive that the podcasting will open new avenues for connecting with the youth,” said Sucheta Govil, Marketing Director, FritoLay India.
The podcast reiterates the innovative edge of Lays, which is providing the fun, thrill and excitement that takes forward the popular ‘Latino Salsa’ trend that has created a huge wave across the globe.
With this podcast, netizens can get a web preview of Lays’ ‘Latino Style’ music video by logging on to www.lays.co.in and adding the podcast URL on their podcatchers. This entitles them to receive the podcast as well as all automatic updates in the future.
The current campaign, which has Saif asking consumers “Do you have the Latino in you”, now gives consumers a chance to reply. They can submit photos or videos of their favourite ‘Latino’ moment. The best ‘Latino’ moment wins a chance to meet Saif.