Frito-Lay steps up the fight for the Indian snacks market with new marketing campaign

With the branded snacks market buzzing with new entrants, the FritoLay division of PepsiCo India Holdings has kicked off a marketing campaign “Chala Change Ka Chakkar”, which the company claims is its biggest ever portfolio initiative in 2008.

As part of this initiative, the company would give several consumer offers on each pack of all its snack brands Lay’s, Kurkure, Cheetos, Uncle Chipps or Lehar.

With “Chala Change Ka Chakkar”, FritoLay plans to lure consumers through a slew of lucky prizes ranging from Honda Civic 1.8V, Philips LCD TV to spending an entire day with celebrity brand ambassadors Saif Ali Khan and Juhi Chawla.

The first batch of Lay’s under this initiative has already hit the market. Each of the Rs 10 and Rs 20 priced packs carry an assurance of a win and chance to win over Rs 2.5 crore worth of prizes.