Lay’s, potato chips brand from Frito Lay India, announced India’s first ever consumer co-created and voted flavour Mastana Mango. Sagar’s Mastana Mango is the flavour that tickled the taste buds of most Indian consumers. With over 15, 77,891 votes in favour of Mastana Mango, it can be truly termed as India’s national potato chip flavour! Lay’s rewarded Sagar with a whopping Rs 50 lakh! And one percent of the revenue generated by the sale of this flavour.
A total of 41, 64,886 votes were cast by consumers who had tried out the various flavours. Other finalists Mansi’s Cheesy Mexicana got 11, 89,557 votes while Shouvik’s Hip Hop Honey and Chilli flavour was the best flavour for 7,12,909 Indian chip aficionados. Shipra’s Tangy Twist was liked by 6,84,529 consumers.
And it’s not just the flavours that were so yummy. What a delicious trip the whole campaign was! India thought, India ate, India voted, India got together with Lay’s to create a flavour that India would love to munch! Well, that’s the unique flavour of this entire success story.
With this campaign, the consumer today co-owns these brands, an innovation that puts Lay’s way ahead of competition in terms of brand positioning and brand loyalty. For Lay’s it was about knowing the consumer and for consumers, it was about being involved and engaged, about being a part of innovation in Lay’s. Lays as a brand is for the fun loving, change loving, uber cool individual and so are it’s campaigns. The Indian consumer loves to experiment, and is looking for a platform to put across their point of view. Lay’s GUYDF gave the consumer just that.