Conceptualised by JWT, the new campaign has three TVCs – each one quirkily promoting one of the three new “desi twist” flavours
BestMediaInfo Bureau | Delhi | February 26, 2013
Snack brand Kurkure, known for marketing innovation, has taken forward its brand strategy by introducing three unheard-off flavours using the quirky family it introduced recently. Based on the insight that Indians just love giving ‘desi’ twists to international tastes, these flavours are based on popular international cuisines but with a signature Desi Kurkure twist – Punjabi Pizza, Andhra Bangkok Curry and Rajasthani Manchurian.
In January, consumers saw the family planning a ‘small party’ with its extra-large ‘Super Saver Pack’. Starting February 22, consumers have been seeing the Kurkure family saga unfold with new stories around these flavours. The campaign has three 30-second TVCs that involve the family members tasting or getting others to taste the three flavours – but no one can decide which taste is dominant – Indian or International.
In the first ad film, Parineeti Chopra (Bahu Remix) and Farida Jalal (Social Butterfly) offer Punjabi Pizza to the arrogant NRI guest Omi Vaidya who soon gets nostalgic about the taste of home – only trouble is he’s not sure if its Italy or Punjab!
In the second TVC, Andhra Bangkok Curry reminds Ramyakrishnan (Perfect Bhabhi) of Andhra’s cuisine but Boman Irani (Chupa Rustam) has a lot of explaining to do once he blurts out that it reminds him of Bangkok! The third ad film sees Parineeti Chopra and Kunal Kapoor (Bollywood Banker) planning a vacation while eating Rajasthani Manchurian flavour and are so lost in the taste that they do not even realise that they are planning different destinations – Rajasthan and China!
Nalin Sood, Executive VP - Foods, PepsiCo India, said, “The latest campaigns take forward Kurkure’s mega brand strategy aimed at portfolio expansion and offering consumers unique, novel and tasty flavour combinations. Cutting across geographies, age-groups and varying personalities, the brand is reinforcing its position as the largest salty snack brand in the country. Kurkure is a perfect combination of modern outlook with tradition twist… and the same is reflected in its campaigns as well as innovative product offerings. The new fusion flavours too bring alive the same philosophy and offer consumers a great combination of regional cuisines and international taste.”
Speaking about the creative thought behind the ad films, Bobby Pawar, Chief Creative Officer, JWT India, said, “Kurkure’s ‘Tedha Hai Par Mera Hai’ belief brings alive the eccentricities of our families today – unconventional yet relatable modern Indian family that loves each member in spite of their quirky personalities. The latest ad films too capture some of these fun, endearing and candid family moments in order to introduce Kurkure’s new fusion flavours.”
The TVCs:[youtube]http://www.youtube.com/watch?v=-UYVa8HNbWY[/youtube] [youtube]http://www.youtube.com/watch?v=sKn8tsL9hPg[/youtube] [youtube]http://www.youtube.com/watch?v=1kR6OIH6no8[/youtube]
Creative Agency: JWT
Executive Creative Director: Sonia Bhatnagar
Creative Director: Ajitesh Verma
Executive Business Director: Joy Chauhan
VP & Client Services Director: Rohit Sharma
TVC Director: Milind Dhaimade
Producer: Varun Shah (Love & Faith)
Language: Hindi, & regional
Media Planning: Mindshare