Frito-Lay to take Aliva to 20 more cities; ropes in Chitrangada

Press Trust of India / New Delhi August 7, 2009, 11:21 IST

Two months after launching 'Aliva' in the Indian market, PepsiCo's snacks division Frito-Lay is now planning to undertake a new marketing campaign that will see the brand being introduced in 20 more cities. Frito-Lay has also roped in Bollywood star Chitrangada Singh as the brand ambassador for Aliva and will be launching a 360 degree marketing campaign 'Thodi Sharafat, Thodi Shararat' involving TV, print and outdoor media for the Aliva brand.
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Year by GSCLG "In the last two months, we had the first phase of our marketing for Aliva in the top ten metros with the use of modern retail chain. Now we are going ahead with the second phase which will see the brand being introduced in 20 more cities across country," Frito-Lay India Director (Marketing) Deepika Warrier said. She said the phase will last over the next few months and then the company will take the product to another 70 Tier II and III cities. "We have also brought Chitrangada Singh as our new brand ambassador and with her on board, we will be undertaking a marketing initiative for Aliva targeted specially at the young Indian women," Warrier said. Frito-Lay is also exploring options to introduce more flavours and bring additional price points for Aliva. "Work on introducing more flavours is progressing although it will be premature to give details. Besides, we are also open to have one more price point for the brand," she said. Frito-Lay had launched Aliva in June this year in four flavours with a price point of Rs 12 for a 60 gram pack. Warrier said the company is positioning Aliva as a new product category in the Indian market. "Besides being a healthy food with ingredients like wheat and dal, we are also positioning Aliva as a baked cracker in the category between biscuits and salty snacks," she said.

The company currently manufactures the Aliva brand at its Ranjangaon plant, near Pune. Besides Aliva, Frito-Lay's portfolio in India consists of other snacks like Lays, Cheetos and Kurkure.