Frito-Lay India had a great thing going in it’s favour ever since the announcement of Aliva – their new cracker brand: expectations. Be it the new format, taste or range of flavours, the advertising & marketing community was curious to know what will be delivered. The PR machinery created a nice build up too. When I saw the brand on the shelf, I was impressed with the visibility levels and even picked 4-5 packs. Even though it was priced on the higher side (limited period price of Rs.12/- for a 60gm pack), trials were high among friends. They also announced the launch of the positioning platform ‘thodi shararat, thodi sharafat’ through trade media and signed up Chitrangada Singh as the brand ambassador.
So, a great build up, a product that induced trials and a level of anticipation rarely seen in this category. Does the launch TVC live up to the promise and expectations?
A husband who is whiling away time gossiping with his friends in office, does a double take and rushes back home when the wife conjures up a story about meeting a new ‘friend’ who is more fit and interesting than him. As far as the TVC is concerned, you know exactly what’s going to happen the moment wife says she has a friend and the pack is revealed. Did it do justice to the unique format, taste & flavours? Or to the ‘goodness with a twist’ platform?