Frito-Lay hawks 'desi' flavours through Kareena Kapoor

Frito-Lay, PepsiCo's snack division, has unveiled a multi-media campaign with the new brand ambassador, Kareena Kapoor, promoting Kurkure's latest brand extension, Kurkure Desi Beats.

Built around the famous fairy tale, Cinderella, Kapoor portrays the character of a desi Cinderella who is confident and unabashedly proud of her desi roots. After being ill-treated and spurned by her stepmother and sisters, Kapoor finds her own identity as a 'desi girl' after the fairy Godmother introduces her to the triangle shaped crispies. The TVC, promoting Tomato and Masala flavors, ends with the tag-line No fun without desipann. The commercial has been directed by Nikhil Advani.

In addition to being a part of the television commercial, Kapoor will also be involved in other promotional activities for the newly launched snack 'Desi Beats'. The new commercial will be aired across all major television channels. The promotion will also include radio, outdoor promotion and on-ground activities.