PepsiCo India has launched six new baked variants under Aliva and the range will be supported by a 360-degree campaign featuring Vidya Balan. "I have always enjoyed eating Aliva. I am thrilled about the new range...the range is tasty and offers great variety of flavours and ingredient options. I am sure consumers will enjoy it as much as I do," Vidya Balan said in a statement. The actress was earlier seen promoting brands like Airtel, Toshiba and GoodKnight Naturals. The campaign to promote new Aliva range will be unveiled shortly.

"An accomplished actress, a woman of substance and an affable personality, Vidya is a great match to highlight the brand's positioning...we are confident that it will be mutually rewarding," said Vidur Vyas, marketing director of Foods, PepsiCo India. Besides Vidya, Aliva continues to be endorsed by actress Chitrangada Singh, who has been the face of the brand since 2009.