Kurkure says its multigrain variant is tasty and healthy

Snacks brand Kurkure in its new TVC is showcasing the newly launched Kurkure Multigrain variant with the goodness of power grain ragi.

The multigrain variant is another step forward in Kurkure’s portfolio transformation journey in catering to the rising trend of consumers looking for tasty yet healthy everyday snacking options. The new TVC shows Kurkure Multigrain imbibed with benefits of power grain ragi, along with other wholesome ingredients such as dal, rice and corn, making it an ideal snacking choice for consumers.

The 15-second TVC shows Bollywood actor Chitrashi Rawat in a fun and young avatar. The film starts with her neighbour performing her morning yoga session, while Rawat is seen indulging in Kurkure Multigrain. In between her stretches, she comments on Rawat munching boring namkeen to which the latter replies that new Kurkure Multigrain comes packed with the goodness of ragi combined with dal, rice and corn and tasty masala. The visual ends with brand tag line of ‘Khul jaaye toh family bann jaaye’, reiterating the burst of authentic Indian flavours in India’s favourite snack brand.

Gaurav Verma, Director Marketing, Indian Snacks, PepsiCo India, said, “Kurkure is India’s most loved snack brand which has been innovating and transforming to cater to changing consumer needs. With the recent launch of Kurkure Multigrain, through its TVC, we are communicating the power of native grain ragi and how Kurkure is making Multigrain tastier. The initial response to Kurkure Multigrain has been very positive and we are confident that it will be a winning proposition for the consumers.”

Varun Channa, Managing Partner, JWT, said, “Kurkure has always been innovating with traditional Indian snacks and helping bring together families. In today’s changing socio-economic structure of nuclear families, Kurkure offers yet another innovative snack and also shares the new way for creating an extended family in your new neighbourhood.”

Blended with the familiar taste of Indian curry in addition to the flavours of everyday kitchen spices, the new Kurkure Multigrain comes packed in a tastier lip smacking flavours of Curry and Herbs at three price points (Rs 5, 10 and 20) distributed across India through traditional trade and modern trade channels.

The TVC:

Credits:

Creative Agency: J. Walter Thompson (JWT)

Managing Partner: Varun Channa

Business Head: Jaibeer Ahmad

National Planning Director: Mythili Chandrasekar

Chief Creative Officer: Senthil Kumar

VP & Executive Creative Director: Tirtha Ghosh & Nakul Sharma

Creative Director (Art):  Partha Sengupta

Creative Supervisor (Copy): Priyadarshi Khastgir

Film Department: Girish Singh

Account Management: Binay Mehra & Kirti Sinha

Production House:

Production House: Chrome Pictures

Director: Hemant Bhandari

Producer: Abhishek Notani

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