Brand: Lay's Brand owner: PepsiCo Entrant company: PepsiCo India Holdings PVT LTDIdea creation: In house Market: India Sector: Savoury snacks, potato chips Media channels: Online display, Social mediaBudget: 1 - 3 million
Indians love spicy snacks. Hence, the category was exploding with exceptional growth coming from youth, while Lay’s was lagging. It was an opportune time for us to launch and localise our globally successful platform – Flamin’ Hot.
But localising the product wasn’t enough. Convincing youth to switch...