Lay's invites flavour ideas from consumers

Potato chips maker, Lay's, today launched 'Give Us Your Delicious Flavour' campaign to invite innovative flavour-ideas from Indian consumers.

The campaign is aimed at engaging consumers across the country to help Lay's co-invent its next potato chips flavour considering the inheritance of rich taste for spices in India.

The winner will get a prize of Rs50 lakh and 1% of the sales turnover from the new flavour which will be launched by end of May 2010, marketing director, PepsiCo India, Deepika Warrier said.

Bollywood star and Lay's brand ambassador Saif Ali Khan, who was present at the launch, praised Lay's for always trying new ideas to promote the product.

The actor said Lay's proved to be the biggest ever endorsement signed by him and gave it the credit of rise in his professional career.

Warrier expressed confidence that campaign would be a hit.

"Considering the diversity of taste in our country, the campaign will surely be exciting," she said.

A panel of judges including celebrity chef and anchor Aditya Bal, author Anuja Chauhan and director of R&D PepsiCo, India, TSR Murali would decide the winner of the campaign spread over three phases.