Snack brand, Kurkure has expanded its portfolio with the launch of a new sub-brand, Kurkure Playz. It has also unveiled its TVC campaign for the launch, titled ‘Halke Mein Lo’.
The TVC campaign aims to encourage the youth to take a lighter approach to life by adding a dose of ‘masti’ to any situation.
The modern sub-brand caters to the rise in demand for soft textured snacks, one of the fastest growing variants in the overall salty snacks category.
Neha Prasad, Associate Director and Brand Lead, Kurkure said, “Kurkure has always kept its consumers at the centre and connected with them through innovative product offerings and quirky, masaledaar storytelling. The Kurkure Playz launch is a big entry in the rapidly growing soft texture snacks in two formats – puffed and pellet. We are excited about our new ‘Halke Mein Lo’ campaign, as it encourages the youth to not get hassled by the daily squabbles and to take a lighter approach to life by adding a dose of masti to any given situation.”
Vikram Pandey (Spiky), National Creative Director – Leo Burnett, said, “The film introduces the new Kurkure Playz and while we wanted to keep the light-hearted quirky tonality of Kurkure, we also wanted to add a playful dimension to the new products. We bring this alive with our ‘Halke Mein Lo’ proposition – where the film places the characters in extraordinary situation of finding a ghost in the room. However, the story takes an unusually cool and hilarious turn when the protagonist takes things lightly.”
Kurkure will highlight the light texture of the product with the TVC and a 360-degree digital surround campaign panning across multiple platforms.