Kurkure reveals its legendary bite in slow motion
The new TVC has been conceptualised by J. Walter Thompson to launch Kurkure Butter Masti
BestMediaInfo Bureau | Delhi | May 27, 2015
Kurkure has launched an all new flavour - Butter Masti, which is being launched pan India with a new TVC featuring the Kurkure Family's Bollywood Banker younger son Kunal Kapoor and Bahu Remix younger bahu Parineeti Chopra. The campaign thought – 'Butter ka mazza, Kurkure ka tadka' – brings to life the great tasting combination of butter and a spicy twist in true Kurkure style. The TVC has been conceptualised by J. Walter Thompson.
Rajiv Mathrani, Director & Category Marketing Head - Snacks, PepsiCo India, elaborated, “Kurkure has been at the forefront of innovation since its launch and the brand resonates very well with Indian values, which are traditional yet blended with a modern outlook. The new flavour, Butter Masti, is our ode to India's love for butter and spice. The campaign talks about the great taste experience of Butter Masti exemplified via the campaign line 'Butter ka mazaa, Kurkure ka tadka'. Parineeti Chopra and Kunal Kapoor have done a great job in adding magic to the campaign.”
The TVC reiterates the fact that butter makes everything taste good and shows Kunal Kapoor stepping into a dream sequence, where he sees Parineeti Chopra running towards him with a romantic tune playing in the background. But soon the hit of red chillies snap him back to reality when he realises that Parineeti is actually being chased by a dog and he begins to run too. The ad ends with the duo perched on top of a car with the dog barking at them below. The TVC highlights the two core taste elements of the new flavour from Kurkure.
Sonia Bhatnagar, Senior VP and Executive Creative Director, JWT, said, “Kurkure has never done a flavour as dreamy as butter. All its flavours so far are full of bite. So that's what we zeroed in on. The two extreme states brought together in one pack. The slow motion dreaminess of butter laced with the legendary bite of Kurkure. Those moments in life that start out eyes shut romantic till you land back on earth eyes wide open.”
The TVC:
Credits:
Creative agency: J. Walter Thompson
Senior VP & Business Head: Babita Baruah
Senior VP & National Planning Director: Mythili Chandrasekar
Executive Creative Director: Sonia Bhatnagar
VP & Client Services Director: KRK Ganesh
Senior Creative Director: Shikha Sud, Chandan Singh
Creative Team: Samir Emmanuel
Account Management Team: Nilanjana Ghosh
Planning Team: Rinku Ray, Arunita Dutta
Agency Producer: Anupama Ahluwalia, Shradha Singh
Production House: Tubelight Films
Director: Prashant Issar