Conceptualised by JWT, the festive campaign has been launched in Hindi, Bengali and Tamil and presents the Great Indian Kurkure family in another mischievous avatar
BestMediaInfo Bureau | Delhi | September 3, 2015
In a festive season full of sweet love and artificial formality, Kurkure brings ‘meethepan ka season mein, chatpatapan ka mazaa’.
This year, Kurkure’s new Festive campaign, in its true signature style, encourages people to do away with this usual overdose of artificial sweetness and obligations and embrace their chatpata (spicy) nature. The Great Indian Kurkure family spreads informality and ‘chatpatapan ka maza’, bringing families closer than ever, in Kurkure’s festive campaign – ‘Why so sweet? Be Chatpata!’
For the first time ever, Kurkure’s festive campaign has been shot in Hindi, Bengali and Tamil. Starting September 1, 2015, while the national campaign will have the Kurkure family encourage their guests to shed the inhibitions and be real, viewers also get to see Parineeti with her trademark mischief spread cheer during Durga Pujo and Boman & Ramya in their inimitable style encourage their extended family to be chatapata in Tamil.
Sharing his thoughts on the campaign, Partho Chakrabarti, Vice-President, Snacks Category, PepsiCo India, said, “Kurkure has always endeared itself to consumers with its infectious transformational spirit that has given families a strong reason to have fun together. This year, our campaign encourages one and all to shed the usual formality and sweetness with a dose of chatpatapan that we are sure will strike a chord with consumers.”
Speaking about the creative thought behind the ad films, Babita Baruah, Senior VP & Business Head, JWT India, said, “Kurkure has always been at the forefront of coming up with quirky ideas that relate to our everyday lives. The latest Kurkure TVC captures the essence of Indian festivities and the moments shared together with families in a fun way.”
Kurkure will also be launching special edition Kurkure gift packs during Diwali. Available in all modern trade, traditional trade outlets, consumers can also order their Kurkure Gift Box on Amazon.in. The campaign is supported by a 360-degree marketing plan across TV, print, on-ground and digital.
Client: PepsiCo India
Creative agency: J. Walter Thompson
Senior VP & Business Head: Babita Baruah
National Creative Director: Senthil Kumar
Senior VP & National Planning Director: Mythili Chandrasekar
VP & Executive Creative Director: Sonia Bhatnagar
AVP & Senior Creative Director (Digital): Karan Amin
VP & Client Services Director: Ganesh KRK
Senior Creative Directors: Shikha Sud, Chandan Singh
Creative Team: Viji Vishwanathan, Shiladitya Saha
Account Management Team: Binay Mehra
Planning Team: Rinku Ray, VP & SPD
VP & National Films Head: Anupama Ahluwalia
Agency Producer: Siddharth Kelkar