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Touted as the biggest campaign ever ‘Give Us Your Dillicious Flavour’ will give the consumer the opportunity to decide the next flavour of Lays’ potato chips.

In the first phase of an eight-month long engagement programme, consumers will send in their entries, suggesting flavours. Four winning flavours will be selected by a panel of judges – comprising Aditya Bal, celebrity chef; Anuja Chauhan, vice-president and executive creative director, JWT; and TSR Murala, director, research and development, PepsiCo India.

In the second phase, the four winning entries will be launched in the market and the eventual winner will be decided by consumers, who will vote for the best flavour.

While the four selected entries will each win Rs 5 lakh, the winning flavour, which will be launched by the end of May 2010, will fetch the entrant Rs 50 lakh and 1 per cent of the sales turnover.