Frito Lay ropes in Saif, Dhoni in flavour face-off

Frito Lay India has given consumers the choice to vote for the flavour of their choice in a recently launched campaign to support the new extensions: Spunky Pimento and Balsamic Blast.

Titled 'Fight for your flavour', the campaign stars the two Lays' brand ambassadors, Saif Ali Khan and MS Dhoni, with each celebrity rooting for the flavor of their choice. The campaign which commenced on May 22 will run for a six week period with the winning flavour staying in the market for an additional two weeks. The consumers can vote or their favourite either by smsing FFFS (for Spunky Pimento) or FFFD (for Balsamic Blast) to 09972040000 or logging into the website www.whatstheprogram.com.

Speaking about the initiative, Deepika Warrier, marketing director, Frito Lay India said, "Consumers today increasingly want to exercise their choices and 'Fight for the 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 brand. And ultimately it is their persuasion skills and the popular vote which will determine which of these flavours reigns supreme and stays in the market for a longer period of time."