Available nationally in 180gms pack, priced at Rs. 30, it is being introduced with a quintessential ‘Kurkure twist’ and takes forward the new creative strategy of the Kurkure ‘Tedha Hai Par Mera Hai family’ introduced last month.
The ad-film starring the new quirky and endearing family is shown planning a ‘small Indian family party’ with this new pack.
The fun campaign starring the family comprising of Parineeti Chopra, Kunal Kapoor, Farida Jalal, Boman Irani, Ramyakrishnan, and Shivansh is scheduled to go on-air on January 29. It will be supported by a surround 360-degree marketing plan including print, radio activation and digital media engagement.
In the TVC, the family is seen discussing the guest list for a small party that keeps increasing as each family member wishes to invite his/her close family and friends… be it a distant relative or a parlour lady.
Towards, the end a ‘small gathering’ becomes a ‘large party’… however, the family has no worries as they have the new Kurkure Extra Large – Super Saver pack that is the perfect snacking option for such large family occasions.
Nalin Sood, Executive Vice President – Foods, PepsiCo India said, “Kurkure is a brand loved by consumers for its great tasting offerings that appeal to every Indian.The new Extra Large- Super Saver pack is a part of our strategy of offering choices that cater to different price points and drive new consumption occasions for the brand. The key insight behind the latest campaign is that there is no such concept as a small family party in India and this makes for a good proposition for our new Extra Large pack. Taking forward our mega brand strategy, consumers will see a lot of excitement from brand Kurkure over the coming months and this campaign is a step towards it”.
Speaking about the creative thought behind the ad-film, Bobby Pawar, Chief Creative Officer, JWT India said, “Indians love to get together for fun-filled family moments, which is what our latest campaign aims to bring alive. The concept is stemming from the thought that we all have large social circles and can’t escape from leaving extended family/ friends out of a ‘small’ gathering”.
• Creative Agency: JWT
• Executive Creative Director: Sonia Bhatnagar
• Creative Director: Ajitesh Verma
• Executive Business Director: Joy Chauhan
• VP & Client Services Director: Rohit Sharma
• TVC Director: Milind Dhaimade
• Producer: Varun Shah, Love & Faith
• TVC duration: 40 Sec
• Language: Hindi
• Media Planning: Mindshare