When was the last time that someone offered you a whopping amount for creating your own recipe? Well, think no further as the chips major Lay’s, has done just that. It has announced the ‘Give Us Your Dillicious Flavour’ campaign, with none other than Saif Ali Khan doing the honours.
‘Give Us Your Dillicious Flavour’ is an innovative engagement program that is aimed at getting Lay’s next potato chips flavour from the Indian consumer. The campaign will give the consumer an opportunity to co-create the flavour they like on Lay’s and also become rich and famous. The winner will receive a mega prize of whopping Rs. 50 lakh plus 1% of the sales turnover from the new flavour, which will be launched by the end of May 2010.
Speaking on this occasion, Saif Ali Khan said, “Just as I have my own take on what flavour I like on Lay’s, every Indian has their favourite too. Personally, I am excited how the campaign will go. It has all the ingredients of a great thriller. ‘Give Us Your Dillicious Flavour’ is being supported by a 360Â° marketing mix with an idea of consumers expressing their flavour though body art.” Maybe, that explains the reason as to why the Prince Khan had some tattoos (read ‘body art’) on his hand! The entire campaign is being supported by a TVC that has Saif Ali Khan being aggressively pursued by consumers who are body painted as their favourite flavour idea. They’re painted as Kachi Ambi or Achaari Baigan or Chilli Cheese. They pop up at him from everywhere, demanding that he pick their flavour till he turns around and tells them to not tell him, but to tell Lay’s.
All in all, with Saif at the helm of things, one can easily say that ‘Lay’s is the way to go’. What say, Saif!