LAHORE: The best thing about Oye Hoye chips, other than its very distinct and unique packaging is its celebrity mascot. We’re loving Fawad Khan’s unrecognisable dual look and the colourful and chirpy advertisements which are making us all love the snack more and more. “Oochi personifies the Oye Hoye brand in all its glory, celebrating the laughter in life,” said Oye Hoye Marketing and Communications Director Mian Shahzad Khalid during an exclusive interview with Daily Times. If you have seen Oochi at his antics, you have to know that Oochi came about as a result of some whacky circumstances, he said, adding that the way the character evolved to become the lovable guy that he is was definitely not on some scribbled lines on paper. “In fact, he came into being right on set, improvised until the very last minute until we found him. So we can say, Oochi was ‘discovered’ rather than created.” Briefing about the idea behind casting actor and singer Fawad Khan, he recalled that it was a creative collaboration between Soho Square, Ahsen Rahim and the brand team, adding that no idea can come into being entirety without partnership. “We all had our bouts of craziness and vivid imagination – all rooted in the thought that the end result had to be clutter breaking – something the Pakistani audience had never seen before. This team effort resulted in a creation of the much appreciated double role,” the M&C director mentioned. He said Oye Hoye was launched just six months ago, and within no time it has become a challenger in the market. Born, bred and raised under the green flag, he added, Oye Hoye wanted to come in as an innovative brand that would start creating some of its own trends. “We draped the shelves with our colourful packs, from the material to the communication; we made sure the market would be blown away by our pomp and show. But with all the bells and whistles, we must not forget the core of everything that is true to us, quality. That is just what we will be in the years to come; awe inspiring, carefree and engaging, but above all, Pakistani,” Khalid affirmed. Discussing the Oye Hoye marketing strategy, he said with the phenomenal response to Oye Hoye, the brand is constantly expanding its presence to meet the expectations that have developed. “We will keep venturing into new avenues, but exactly what? That is a secret we cannot reveal yet, but stay tuned. I assure you, you will be blown away!”