MAM
Lay’s Cavalcade celebrates cricket mania in New Delhi
New Delhi: With India having a more than a decent chance of making the World Cup Final on Sunday against Australia FMCGs are doing their best to capitalise on the momentum.
Snack brand maker Frito-Lay India has announced that it concluded its weeklong cricket extravaganza with the setting up of a 25 feet long cricket bat in M Block Market at Greater Kailash 1.
This bat has been doing the rounds of different parts of New Delhi as part of the Lay’s cavalcade. Cricket enthusiasts have been signing the bat wishing the Indian cricket team luck for tomorrow’s semi-final encounter against minnows Kenya.
As part of the Lay’s Cricket Road Show, the Lay’s cavalcade visited all the hotspots and high traffic spots in New Delhi from 9 – 15 March. A special thematic float was created for the same on the lines of a cricket stadium complete with a cricket pitch with nets. A large imposing replica of the World Cup was placed right on top of the truck.
An official release informs that interactive games and music added to the mood of cricketing fun and action. In a display of support for Saurav and the boys, fans got their faces painted in the colours of the tricolour.Cricket aficionados tested their wits and skill in Luck Ya Duck and Lagi Bet Quiz.
Frito-Lay India is the manufacturer of snack brands such as Lay’s Potato Chips, Lehar Namkeen, Kurkure and Cheetos fun snacks in India. Its parent company, the $ 11 billion Frito-Lay International is the world’s largest snack food company and is part of the $27 billion PepsiCo Group of Companies.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
