MAM
Frito Lay to focus on UP; leverage brand ambassador Kaif
MUMBAI: Snack manufacturer Frito-Lay India (part of Pepsico India) has formed clear cut strategies in order to make a dent in the lucrative north India market. Frito-Lay India director sales Sanjay Warke was quoted as saying that that Uttar Pradesh (UP) will be the focus of its expansion strategy. The company has developed a new multimedia ad campaign which will be launched in India’s most populous state.
The company has decided that the best way for the brand to forge an emotional bond with the youth is to use celebrity endorsements and rope in people perceived as role models. Keeping that in mind the brand has roped in Bollywood hunk Saif Ali Khan and the new Indian cricketer on the block Mohammed Kaif who hails from UP as their brand ambassadors.
Kaif was in Lucknow to declare the winners of the Lay’s-Radio City contest being run in the city between 31 March and 2 April. The winners got the opportunity to meet Kaif in person and to have lunch with him.
Warke was quoted as saying: “UP accounted for eight per cent of Lays sales in 2002. As a marked gesture of our appreciation, we have decided to keep the north Indian consumer at the centre of our plans for Frito-Lay India. Our plan is to catapult Lay’s to a mega snack brand status amongst the youth in UP and we intend to capture 10 per cent market share of the branded salties market in UP.”
Frito-Lay India is also looking at strengthening its hold in north India by improving distribution and ensuring consistent quality. It will continue to invest in North Indian media to increase brand awareness and equity. Lay’s potato chips are available in five variants – Classic Salted, Magic Masala, American Style Cream and Onion, Spanish Tomato Tango and the latest launch – Saif & Kaif Hot and Sweet Chilli Carribean Style.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
