Lays launches Chala Change Ka Chakkar

Stung by growth of ITC's Bingo Lays has kicked off a marketing campaign “Chala Change Ka Chakkar”, which the company claims is its bigg...

Stung by growth of ITC's Bingo Lays has kicked off a marketing campaign “Chala Change Ka Chakkar”, which the company claims is its biggest ever portfolio initiative in 2008. With “Chala Change Ka Chakkar” campaign FritoLay offers a slew of lucky prizes ranging from Honda Civic 1.8V, Philips LCD TV to spending an entire day with celebrity brand ambassadors Saif Ali Khan and Juhi Chawla.
They also have an online initiative in place in which they are trying to replicate the success of Bingo 's online campaign. The microsite for this campaign however lacks any interactive efforts and is basically informative in nature so far.

The campaign will run across the company’s core salty snacks portfolio including Lays, Kurkure, Cheetos, Lehar Namkeens and Uncle Chipps from January 1, 2008 to April 30, 2008.
They have also roped in Dhoni along with their previous brand ambassadors Juhi and Saif.
Lets see if such a large scale consumer promotion turns the tide for Lays.
Business Standard reports on state of Indian Snack market
In the Rs 1,860 crore branded snacks market, FritoLay commands a market share of 45 per cent, followed by Haldirams at 27 per cent and ITC at 16 per cent.
The competition in this market has increased with the entry of new players such as Amul and several biscuit companies such as Britannia Industries and Parle Products.
The increased activitiy in this sector has expanded the size of the market.
The branded snacks market accounts for 16 per cent value and 12 per cent volume sales in 2007. According to a projection by Euromonitor International, the branded snacks market is growing at a compounded annual growth rate of 14 per cent and would reach a value of Rs 3,510 crore by 2012.
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