TV remains a vital medium to ensure Lay’s Gourmet reaches consumers: Shailja Joshi
Joshi talks about the marketing plan to promote their new range of premium potato chips, roping in Saif Ali Khan as its brand ambassador, and more
Lay’s Gourmet will make a lot of noise on TV and during the ongoing IPL, said Shailja Joshi, Marketing Director (potato chips category), PepsiCo India, in an interaction with exchange4media, as her company launched the premium range of slow-cooked chips and roped in actor Saif Ali Khan as its brand ambassador.
“We want high-impact reach for Lay’s Gourmet and TV remains an important medium for this. There will be high-decibel noise during IPL. It will also be on digital. For Gourmet, we will be reaching consumers through various platforms, various touch points and a lot of things in a different manner.
“There is a lot of innovation on digital which is already planned. Influencer marketing is an integral part of what we do at Lay’s, but on Gourmet, it becomes more important,” Joshi told exchange4media.
Commenting on the idea behind the product, Joshi said it is a finer experience which will be incremental to the existing Lay’s brand.
“I think how we segment our consumers’ behaviour and needs is based on what they are eating on various occasions or days and points in time, and there is a very clear need which is differentiated from Lay’s which is a loved brand.
“Occasionally Gourmet fits in better and it is like a seamless choice in those occasions as it is crafted, more indulgent and more premium. All research showed that there is a need for an experience like this which is incremental to what Lay’s core stands for,” she said.
As per Joshi, the crafted chips are made from a technology which is very core to PepsiCo globally and the company brought it to India now.
“The entire process is very premium and differentiated and hence the word ‘crafted’ is used because we choose the choicest potatoes, slice them into thick slices and cook them over a time. The process is a slow cooking process which creates a differentiated crunch and those curls. The flavours that we have brought in for the consumers and this whole experience is different from any other chip that is available in the market today. It is not just a chip but a finer experience,” she said.
Catch the full conversation here:
