PepsiCo flagged off its first food and family train with 40 families on board on May 16. Multiple agencies like Glitch, JWT, Team One and Mindshare were involved in the making of the novel campaign
BestMediaInfo Bureau | Mumbai | May 18
On May 16, which was International Family Day, Kurkure flagged off India’s first family food train - Kurkure Family Express at New Delhi. The train will take 40 families on a fun culinary experience of a lifetime through an eight-day journey across 14 States in India.
The families were selected through an online campaign, ‘Chatpata family photos’. The contest attracted approximately 900 to 1,000 entries, of which 40 entries that gelled with the brand’s image, were selected. Ten families will travel from a city and deboard at the next city. The Kurkure Family Express will travel through 12 cities, including Sawai Madhopur, Surat, Lokmanya Tilak Terminal (Mumbai), Pune, Tirupati, Chennai, Vijaywada, Bhubaneshwar, Chitpur (Kolkata), Mughalsarai and Kanpur Central, before culminating in Delhi.
Vani Gupta, Marketing Director Indian snacks, Pepsico said, “The core idea was to bring families from across India together over a journey like this. Unlike in a traditional campaign, the emotions and the bonding between the families is real and that at its core also brings out the ethos of the Kurkure brand and our new offerings which encompass the true local flavours of India.”
Popular faces in the entertainment industry like the actors Ramya Krishnan and Abir Chatterjee, Annu Kapoor, Kiku Sharda and famous radio jockeys (RJs) like Balaji, Rani and Sumanta will engage with the families and entertain them at different stages of the train journey.
Prashant Kohli, Director, Brand Strategy of The Glitch discussed the brand objective and the ideation of the campaign. “As a brand, Kurkure has always been talking about family. In today's time, people are busy with their life. Family members are very disconnected with each other. So, what Kurkure's role as a brand and product is to bring the family together as a starter. When Kurkure comes to the table, the family comes together to eat it. So, the brief was to take the proposition forward and craft a campaign that is very true to the essence of Kurkure.”
Kohli explained that the second objective of the campaign was to focus on the expanded product range of the Kurkure brand. The salted snacks brand, Lehar, has now been rebranded as Kurkure, expanding the range of products that now come within the brand. Kurkure is therefore, no longer the funky snack for junior, but offers a variety of “namkeens” (snacks) for all members of the family, from the youngest member to the eldest.
Talking about the challenges faced while implementing the campaign, Kohli said, “The biggest challenge was getting the train. It is the peak season for holidays and it was very difficult to get the entire train for Kurkure, which is only going to be owned by the brand for the next one week. The second big challenge was to take care of logistics and operational activities.”
The special train has been decorated, both on the outside and inside, with designs by art students. The paintings are the students’ interpretations of how consumers love Kurkure. The final designs were selected by a panel of judges comprising art directors and culinary experts. The artworks of six students from the Delhi School of Art and three students from the JJ School of Art, Mumbai were judged in a contest and the students were awarded Rs 50,000 each.
Commenting on the artworks, Partho Chakrabarti, Vice President- Snacks Category, PepsiCo India, said, “Train journeys are amongst the most fun family experiences for Indians. We wanted to bring alive those experiences through the imagination of young Indian artists. The 40 pieces of artwork created by these students will be framed and we would like to contribute them to the Indian Railways to support their beautification drive at stations, should they accept.”
A whole lot of fun activities will be hosted on the train by the travel and food anchors Rocky and Mayur. One of the activities is ‘Recipe challenge and relay’. In the activity, all the family members will add different ingredients into a recipe, without knowing what the other members had put in. In another activity, families will prepare their regional recipes. Some other similar activities have been planned to keep families on board the train entertained.
The digital campaign
The Glitch handled the digital implementation of the campaign. Varun Duggirala, Co-Founder, The Glitch, said, “The need to connect content with a sense of relatability is crucial with the digital audience and to do that a core digital team on the train is capturing these very family emotions through various visual mediums on the train and spreading it across the digital spectrum to drive the core emotion of family bonding over Kurkure to the online audience.”
The microsite http://kurkurefamilyexpress.in/ has been especially designed for the campaign. The campaign has also been promoted on Facebook, Twitter and Instagram. The train was launched in a live event on Facebook on May 17 (Tuesday) along with a live feed on Twitter and instant content going on Instagram.
Kohli said, “The amount of traction we have got since the launch is amazing. From today morning, we are the talk of the town on all social platforms. There was a lot of press coverage at the station. The launch has been better than the expectation. We were a bit sceptical at the beginning but now things have fallen into place.”
Over the years, Kurkure has celebrated families, festivals with its unique consumer initiatives like ‘Chai Time Masti’, ‘Why So Sweet’, and ‘Fly Home Free’.
Company: PepsiCo India
Digital & Video Agency - The Glitch
Activation Agency - Team One
Mainline Agency - JWT
Media Agency - Mindshare