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Lay’s launches campaign to increase consumer engagement
MUMBAI: Lay‘s, the potato chips brand from the PepsiCo India factory, has announced the launch of its latest consumer engagement campaign, “Give Us Your Dillicious Flavour”.
“Give Us Your Dillicious Flavour” is an innovative engagement programme is aimed at getting Lay‘s its next potato chips flavour from the Indian consumer.
The campaign will give consumers an opportunity to co-create the flavour they like on Lay‘s wherein the winner will receive prize money worth Rs 50,00,000 and 1 per cent of the sales turnover from the new flavour. The new flavour will be launched by the end of May 2010.
In a bid to generate buzz around this new programme, Lay‘s has created a 360 degree marketing campaign with a major focus on television.
Says PepsiCo India (Frito-Lay India division) marketing director Deepika Warrier, “Apart from TV, we will also exhibit our presence across outdoor, radio, mobile and the internet to create interactivity.”
The marketing campaign will run for an approximate eight-month period that will be divided into three phases.
“The first phase will see the launch of a contest on 30 October that will ask consumers to send in their entries stating their favourite flavours and accompanying slogans. The next phase will be the judging round wherein four flavours will be shortlisted and the third phase will select the final winner,” Warrier adds.
The company will also host various on-ground activations to further enhance consumer brand engagement.
The winners will be selected by a panel of judges headed by NDTV Good Times celebrity chef and anchor Aditya Bal. The other members on the panel include JWT Executive Creative Director and VP and author Anuja Chauhan and PepsiCo India director R&D Dr TSR Murali.
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
