The Hindu Business Line : Pepsi banks on music to promote Frito-Lay

Pepsico's snack food brand Frito-Lay has decided to use music as a medium to target its end consumers After being the lead sponsor for the Bryan Adams shows in the recent past, Frito-Lay wants to expand its base in music by launching audio CDs and videos based on its latest variant, Latino Style, and then take it forward to other genres.

Ms Mohita Arora, Executive Vice-President, Marketing, Western Snacks PepsiCo, told Business Line, "Lays has always been an iconic youth brand and music is a platform which connects with the youth.''

Frito-Lay would also launch a music video featuring its brand ambassador — Saif Ali Khan. With music composed by singer Suleman who has created bollywood numbers from films like Dhoom, the music album has been named as `Lays Latino Salsa'.

Mr Arora said, "Even in our advertising we would be using music as a platform. It is a deviation from the previous ads which our agency JWT has been creating for the brand.''

"Today we have decided to have a 360 degree approach to the brand and do not intend relying on mass media as channel,'' he said.

However, there are no plans to rope in a below the line specialist agency to highlight its non-media initiatives. "We have decided to do all our non mass media events ourselves,'' he said.

Frito-Lay does not intend restricting itself to its international flavours for making further forays on the music platform. "We do have local flavours such as Chaat Street and when the time is appropriate we may get into regional space. As we go along, we will strengthen the ownership with the property of music,'' Mr Arora said.

Since its entry in India in 1989, Frito-Lay India has over the years become the leader in branded salty snacks. It manufactures, markets and distributes its products throughout the country.

The company's line-up of snacks includes potato chips, extruded snacks, traditional `namkeen' snacks and a variety of bridge products, each in a variety of flavours. It includes snacks developed in India, as well as globally.

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