IN layman terms, it's money well-spent. That PepsiCo's huge adspend has worked is evident at a local grocery store, where eight-year-old Dhruv is in delicate negotiations with his mother over Lay's potato chips. He wants all the packets on the shelf; Mummy wants him to buy only one. This time mummy wins. But they'll come back for more. They always do.
That's the pull of the tazo. Did we hear you ask, What's a tazo? Then chances are you don't have a son or daughter between the ages of 5 and 14. These small round discs which come inside the packets of Ruffles Lay's potato wafers are making kids gravitate day after day, week after week, month after month, to the neighbourhood grocer, school canteen and roadside vendor to buy the chips. In playgrounds, street corners, public parks, even classrooms, tazos are being flown, stacked, whacked, won, bought, exchanged and traded. Tazos are an obsession, an addiction, a tidal wave.