Co-Creation in Indian FMCG Domain

50 lakh prize money and 1% on the turnover , is the new promo campaign for anyone who comes up with a new flavor for lays, this is in essence the idea of co-creation wherein you are involving the consumer ( one of the stake holders) of your product into it's development. This is actually an extension of Frito-lay's effort to increase the involvement of the consumers, earlier they had the 'fight for the flavor' campaign where they wanted people to rate flavors ......

Incidentally when I was looking for more info on the topic I came across their blog, http://fritolayindia.blogspot.com/, which shares the happenings in their office here in India. It was good to see the blog and the posts , for ex- it had a post where the MD clarifies against the rumor which was floating around on the web, that if you were to burn Kurkure it would turn into plastic and therefore is harmful for health....

Coming back to the main issue of co-creation, it has also been used by Maggi noodles where they are asking consumers to share their experiences with the brand thru the website http://meandmeri.in/, out of which some of them are later converted into ads. I think the idea here again is to bring the brand closer to the users and tap into the feelings about the brand maggi, and because you make the users partners in the process you increase the authenticity of the brand experience.

When the idea of co creation was introduced around a decade back,very few of us could see the relevance and the wider application of the idea, the examples here are from plain fmcg products, if one were to look into the Internet domain then the number of examples are numerous....