MAM
FritoLay launches reduced fat product for kids
MUMBAI: Snack brand FritoLay India has launched a 25 per cent Reduced Fat variant of Cheetos. the new product offers its young consumers a ‘Non-Fried’ variant with the same taste.
FritoLay India marketing director Sucheta Govil, said, “The health and diet consciousness movement amongst consumers has been growing rapidly. It has been our endeavour to provide consumers with informed choices and we have launched “Cheetos –25% Reduced Fat”, a ‘non-fried’, product to give them more options.
“The launch of ‘25 per cent reduced fat Cheetos’ is in line with the company’s other similar initiatives like introducing nutritional labelling ahead of legislation, removing monosodium glutamate (MSG) from all it’s products. Brand Cheetos is also currently running a school programme across 400 schools in India promoting healthy lifestyles amongst kids.”
Kids brand Cheetos offers a range of shapes and flavours such as Masala Balls, Tangy Loops, Saucy Cheese-X’s and O’s (shapes), Krunchy Triyums and Tangy Clouds.
MAM
India wins big at the 2025 Global Best of the Best Effie Awards
The Womb and McCann India take home Global Grand Effies, putting Indian advertising on the world map
MUMBAI: Indian advertising just had its moment. At the 2025 Global Best of the Best Effie Awards, the most rigorous test of marketing effectiveness on the planet, two Indian agencies beat out campaigns from over 130 markets to claim Global Grand Effies, the sport’s equivalent of a world championship medal.
The Womb won for Piramal Finance with a campaign called “NEEYAT: India’s Real Credit Score,” a purpose-led push that took direct aim at systemic bias in the credit sector and reframed how creditworthiness is measured. McCann India won for ESAF Small Finance Bank with “Saving Her Savings,” a campaign centred on financial inclusion for marginalised women. Both wins came from a shortlist of 47 contenders, all of whom had already won gold or grand prizes in their home markets. Only 11 Global Grand Effies were handed out across seven markets. India got two.
The highest honour of the night, the Iridium Effie, awarded to the single most effective marketing campaign in the world, went to eos Products and Mischief @ No Fixed Address for “Women’s Shave.” Remarkably, it was their second consecutive year taking the top prize.
Other global winners included Oreo and Mondelez International for “Oreo Codes” in commerce and shopper marketing, Flamin’ Hot and PepsiCo for “Poker Face” in experiential marketing, and ALDI Australia for “Shop ALDI First” in retail.
The Best of the Best is no ordinary awards show. Entry is restricted to campaigns that have already won a gold or grand Effie at a national level, making it, in effect, a champions’ league of marketing effectiveness. Indian agencies are no longer just brilliant at cracking local markets. They are now setting the global standard.
The world’s best advertisers had better start paying attention.
