Targeting young adults seeking healthy snack options, Aliva will be positioned as a “Thoda Shararat, Thoda Sharafat” snack. “With Aliva, Frito Lay is reiterating its commitment towards creating a new healthy snack category that does not compromise on taste,” said Rohit Ohri, managing partner, JWT Delhi. “As Frito Lay's other brands -- Lays and Kurkure, Aliva too offers unique Indian flavours thus strengthening the company’s USP of being completely in touch with local consumers’ preferences.”
The campaign will break next week.
Aliva is Frito Lay India’s biggest initiative for the next few years as with this launch it forays into the highly-competitive biscuit segment. The other prominent players in the category include: Britannia; ITC and Parle.