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Kurkure asks people to 'come home' for the festivities

Conceptualised by JWT Delhi, Kurkure's new TVC urges families to connect with each other in person, rather than on the phone, during festivities

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Kurkure asks people to 'come home' for the festivities

Kurkure asks people to 'come home' for the festivities

Conceptualised by JWT Delhi, Kurkure's new TVC urges families to connect with each other in person, rather than on the phone, during festivities

BestMediaInfo Bureau | Delhi | September 22, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

Kurkure's latest campaign, created by JWT Delhi, conveys the message of connecting with people in person, rather than using technology to do so. With its line 'Phone pe badhaiyan chodo, milkey tyohar manao', the brand urges families to relive the joy and fervour of meeting and celebrating with people during the festival season.

Kurkure is also giving consumers a chance to win air tickets every hour for the next 60 days. People can fly home for free, anywhere in the country, and meet their loved ones to celebrate the festivities. Every fortnight, one winner stands to win a round trip to an international destination.

The 35-second TVC, which went on-air on September 19, starts with a girl (Parineeti Chopra) telling her mother (Farida Jalal) that her 'bhaiya' (Boman Irani) would not be able to come home this Diwali either. To this, her mother sarcastically says that there are phone calls, SMSs and chats these days, and therefore, no one cares to come home. At this moment, 'bhaiya' opens the door and asks, “Swagat nahi karoge?” surprising the entire family. The TVC ends with Irani introducing the 'Kurkure Fly Home Free' offer which enables people to meet their family and celebrate Diwali with their loved ones.

Babita Baruah, Senior VP and Executive Business Director, JWT Delhi, said, “Young India is dynamic and mobile. Technology keeps families connected, as they move away from home to pursue their dreams. Festive time, however, is when families and homecoming cannot be compensated. Kurkure, as a brand that stands for family love and embracing imperfections, shares a strong message to India this festive season through this promo – asking India to come home.”

Vani Gupta, Director, Marketing, PepsiCo India, said, “We are living in an age where people use technology as an easy escape, even during the festive season. People call and SMS, versus making the effort of meeting people in the physical world. Little do they realise that technology can never compensate for the real joy of being surrounded by loved ones, of hugging in the real world. Our latest festive campaign seeks to reignite the warmth and love of celebrating as a family together. We are confident that this campaign will touch hearts and make a real difference in behaviour and the larger culture around technology.”

“We're all getting more attached to our devices than the people we grew up with…and it's really annoying on festivals to get a text or a much-forwarded wish from people we are so close to! So, Kurkure wants to go all out and say that the thing to do this Diwali is to make the effort and meet your family and loved ones,” said Sonia Bhatnagar, Executive Creative Director, JWT.

The TVC has been made in Hindi and regional languages and the campaign is being supported by different media including radio, print, on-ground events, a witty SMS campaign that takes on technology, digital innovations and more.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: JWT

Executive Creative Director: Sonia Bhatnagar

Creative Team (Copy): Shikha Sud, Binesh Sharma, Shiladitya

Creative Team (Art): Samir Emmanuel, Chandan Singh, Anish Abraham

Executive Business Director: Babita Baruah

National Planning Director: Mythili Chandrasekar

Planning: Arshi Ansari

Servicing: KRK Ganesh, Faizyab Khan, Nilanjana Ghosh

Media Planning: Mindshare

Production House: Like Minded People

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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