Oct 31, 2008

Mktg - India;Frito Lays ropes in Kareena as brand ambassador

NEW DELHI: Global soft drinks and foods major PepsiCo has roped in Bollywood actor Kareena Kapoor as brand ambassador for its snack food products.

With this, Kareena joins Saif Ali Khan, Juhi Chawla, and MS Dhoni, who are also ambassadors for PepsiCo's snack food products.

As a part of the new campaign, Kareena will be seen in a new television commercial that will go on air by mid-November 2008. The campaign also includes radio and outdoor promotion, including on-ground activities.

"Kareena's vibrant persona, pan-India appeal and her confident attitude makes her a great fit for our brands," PepsiCo India Holdings (FritoLay Division) Director (Marketing) Deepika Warrier said.

She said the Indian snacks market, estimated to be worth about Rs 2,500 crore, has been growing in excess of 20 per cent and Kurkure is one of the leading brands.

The company is aiming to capture a significant portion of this market and has recently come up with sub-brands of Kurkure, such as Kurkure Desi Beats in two different flavours.

Kurkure, launched in 1999, is available in flavours like Masala Munch, Naughty Tomatoes, Chilli Chatka, Tamatar Hyderabadi Style and Green Chutney Rajasthani Style.

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