NEW DELHI: Frito-Lay, the snack food manufacturer owned by PepsiCo, has launched a new co-creation campaign in India, where it is asking consumers to develop an original flavour for its potato chip brand, Lay's.

An increasing number of marketers are utilising co-creation in an attempt to engage with their target audience, with Pepsi already having adopted such a strategy for its eponymous cola in China.

Similarly, Doritos, its tortilla chip range, is currently running a high-profile contest in the US, challenging people to produce an ad to be broadcast during the Super Bowl, having enjoyed considerable success with this scheme last year.

In the UK, Walkers elicited a substantial number of entries following on from the launch of its "Do us a flavour" initiative, which saw the company produce a new variant of its crisps, called "Builders Breakfast", based on the suggestions and votes of its customers.

Lay's is one of the biggest-selling brands in its category in India, and its new communications effort, called "Give us your dillicious flavour", will follow a similar route to that employed by Walkers.

It will be divided into three stages, the first of which will request that consumers send in their suggestions, with the second seeing four flavours go on sale in the Asian nation, and the third allowing shoppers to pick their favourite.

A prize of 50 lakh rupees ($106,481; €71,765; £64,377) will be awarded to the competitor who delivers the winning idea, along with 1% of sales turnover generated by the product after it is launched in May next year.

Deepika Warrier, marketing director of Frito-Lay in India, said "considering the diversity of tastes in our country, the campaign surely will be exciting - engaging millions of Indians to come and express their individuality, tastes and choices."

"Apart from TV, we will also exhibit our presence across outdoor, radio, mobile and the internet to create interactivity."

PepsiCo has previously announced its intention to heighten its investment in several key emerging markets, including India, which has delivered impressive growth levels during 2009 to date.

Data sourced from Indian Television/Campaign India; additional content by Warc staff