Lay's India launches winning flavours of 'Give us Your Dillicious flavour'

The results for the 'Give Us Your Dillicious Flavour' that was launched in October 2009 by Frito Lay's have been declared. Four flavours have been shortlisted from around 1.3 million entries from consumers. Each of the entries that got shortlisted get Rs 5 lakh, for their ideas.

Following a three month long campaign, the flavours shortlisted are: Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip Hop Honey &Chilly.

The four flavours will be piloted in the market across India for the next two months with the theme bachega sirf tastiest (survival of the tastiest). The flavour that wins the maximum consumer votes will not only continue to stay in the market as the mega winner, but its ideator would be awarded a grand prize of Rs 50 lakh and 1% of sales revenue.

Mansi Jain from Delhi (a freelancer with BBC World Service Foundation) gave in her innovative Cheesy Mexicana, while Dr. Shipra Samanta's Tangy Twist from Ujjain was also selected. Mumbai’s Sagar Devruhkar came up with Mastana Mango flavour while banker Shouvik Mukherjee of Kolkata thought of Hip Hop Honey &Chilly. The four winners were selected by a panel of judges. The selection of four best flavour was based on flavour practicality, best slogan entry and flavour that fits well with Lay’s brand.

Dr T S R Murali, director, R&D Food and Beverages, Pepsico India said, "Judging four out of 1.3 million entries is a colossal task but it doesn't remain so when 1.3 million entries turn out to be as surprising. It is now for the consumers to decide what they like the most out of the four selected ones."

The launch of the four flavours will be supported by a 360 degree communication campaign tagged as 'bachega sirf tastiest' on TV, radio, print, digital, outdoor and cinema.