Lay’s Launches Asian Fiery Chilli Variant For South India
Lay’s launches Hot Chips Style Asian Fiery Chilli across five South Indian states, inspired by regional tastes and meal pairings.
SociapaHQ
Lay’s has expanded its regional innovation portfolio with the introduction of a new variant, Lay’s Hot Chips Style Asian Fiery Chilli, inspired by the chilli-forward flavour preferences of consumers across South India.
Inspired by the popularity of thin, crispy chips as an accompaniment to meals such as curd rice, rasam rice and lemon rice, the new product is being launched in Andhra Pradesh, Telangana, Karnataka, Kerala and Tamil Nadu.
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Check out the campaign here:
Regional Flavours Drive New Launch:
The new Lay’s flavour variety is made from potatoes and uses marination technology that delivers a crispy texture and fiery chilli flavour. The product has been developed to complement South Indian meals while maintaining Lay’s taste.
The launch is a reflection of Lay’s commitment to understanding the regional preferences and creating products that meet local tastes,” said Aastha Bhasin, Marketing Director - Potato Chips Category, PepsiCo India.
The launch is part of a broader initiative by Lay’s to celebrate India’s culinary diversity thru regional innovation.
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360-Degree Campaign:
The launch is supported by a 360-degree campaign across TV, digital, social media, outdoor, print and in-store activations.
The campaign film is set around a family meal where a husband adds the new fiery chilli chips to his wife's curd rice while she is on a work call. Her reaction of "Abbabbahh... Super!" shows that the product adds a spicy twist to a familiar meal.
Lay’s Hot Chips Style Asian Fiery Chilli is available in packs of ₹5, ₹10 and ₹25 across the five southern states thru traditional retail and quick commerce platforms.
