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Kurkure rolls out ‘Caravan Talkies’, a consumer connect programme in UP

Caravan Talkies will conduct street plays in over 1,000 towns and villages followed by movie screenings for the consumers. The plays highlight Kurkure’s new positioning ‘Khayaal toh chatpata hai’, which focuses on progressive ideologies the homemaker holds today

As part of its rural expansion plans, Kurkure, the ‘namkeen’ snack from PepsiCo, has announced the rollout of ‘Caravan Talkies’ -- a mega consumer connect programme in Uttar Pradesh. ‘Caravan Talkies’ will travel to over 1,000 towns and villages, reaching out to the rural population of Uttar Pradesh.

As part of this initiative, Caravan Talkies will conduct street plays (Nukkad Natak) in these towns and villages followed by movie screenings for the consumers. The Nukkad Natak, written exclusively for ‘Caravan Talkies’, will be performed by a team of professional artists, highlighting Kurkure’s new positioning Khayaal toh chatpata hai’ that focuses on progressive ideologies that the homemaker holds today.

The Nukkad Natak will be delivering ‘thought-provoking’ stories in a fun and interactive way across various cities and districts in UP such as Lucknow, Kanpur, Meerut, Moradabad, Bariley, Gorakhpur, Ghaziabad, Kheri, Bahraich, Balrampur, Kannoj, Unnao, Rampur and Baghpat, among others, starting this March till May 2019.

In addition, the Kurkure team will travel in a branded caravan to designated village meeting with retailers and educating them about the brand and helping them in setting up with displays and branding.

Dilen Gandhi, Director Marketing, Foods Category, PepsiCo India, said, “Rural market, today, represents the next phase of growth in India. As Kurkure accelerates its rural expansion, our initiative is designed to connect and engage with consumers and retailers through relevant brand experiences. This expansion is timed perfectly, as we embark on a new journey with our brand mantra, ‘Khayaal Toh Chatpata Hai’. The new positioning underlines the brand’s continued efforts to recognise the Indian homemaker, who has been the centre force in bringing families together. We are confident that Caravan Talkies will help us in taking this thought forward among our consumers.”

Kurkure is one of the eight brands in PepsiCo India’s portfolio, each of which brings in over Rs 1,000 crore in annual estimated retail sales. The expansion of the Kurkure trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavour of building strong master brands in its India portfolio.

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