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Home » Media » Press Releases » This festive season Kurkure says ‘Phone pe badhaiyan chhodo, milke tyohar manao’

This festive season Kurkure says ‘Phone pe badhaiyan chhodo, milke tyohar manao’

Offers consumers a chance to win an air ticket every hour, every day for two months!

September 19, 2014: In today’s day and age we use technology to connect or share greetings even during festivals. But while technology has so many benefits, it is also making us more distant. Kurkure’s new Festive campaign attempts to create a behavioural change, encouraging people to meet each other in person, face to face, fuelling real love in relationships!

The onset of festive season brings in the challenges of high prices & packed flights. But now Kurkure has made it easy. Just grab a pack of Kurkure for as little as Rs.10/- and stand a chance to win a free air ticket, every hour, over two months. Fly home free, anywhere in the country and meet your loved ones to celebrate the festivities. To top it all, every fortnight, one mega winner can win a round trip to any international destination in the world.

Also catch India’s quirkiest Kurkure family starring Parineeti Chopra, Kunal Kapoor, Boman Irani and Farida Jalal on the small screen as they feature in an all new film that is scheduled to go on-air on September 19, 2014.

Speaking about the latest festive campaign, Vani Gupta, Director Marketing, PepsiCo India said, “We are living in an age where people today are challenged for time and would rather call and SMS, versus making the effort of meeting people in the physical world. Our latest festive campaign seeks to reignite the warmth and love of celebrating as a family together. We are confident that this campaign will touch hearts and make a real difference in behaviour and the larger culture around technology.”

To avail this offer, consumers should look for the Kurkure promo packs that will provide the contest code which they need to SMS to the given number. The promotion is valid up to October 31, 2014, one lucky winner will be selected every hour, every day.

“We’re all getting more attached to our devices than the people we grew up with…and it’s really annoying on festivals to get a text or a much forwarded wish from people we are so close to! So Kurkure wants to go all out and say that the thing to do this Diwali is to make the effort and meet your family and loved ones.” Sonia Bhatnagar, Executive Creative Director, JWT.

This is a high decibel campaign supported by different media legs including Radio, Print, On ground events, a witty SMS campaign that takes on technology, digital innovations and more.

TVC details

  • Agency: JWT Delhi
  • Sr. VP & EBD: Babita Baruah
  • ECD: Sonia Bhatnagar
  • NPD: Mythili Chandrasekar
  • Planning: Arshi Ansari
  • Creative Team: Shikha Sud, Binesh Sharma
  • Servicing: KRK Ganesh, Faizyab Khan, Nilanjana  Ghosh
  • Production House; Director: Like Minded People
  • TVC duration: 35 sec
  • Media Planning: Mindshare
  • Language: Hindi, Regionals

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in

For further details, please contact:

Nafeesa Abid/Neha Sabharwal

Genesis Burson-Marsteller

Tel: 9899592586 / 9999690904

Email: nafeesa.abid@bm.com / neha.sabharwal@bm.com

Sandipan Ghatak

PepsiCo India

Tel: +91 124 44998400

Email: sandipan.ghatak@pepsico.com