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

New Delhi, Aug 7 (PTI) 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.

"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 told PTI.

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. PTI PPB
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