Link to making of TVC: Kurkure Extra Large Pack launch
New Delhi, January 25, 2013: Kurkure, India’s largest salty snack brand launches yet another exciting campaign introducing its first ever Extra Large- Super Saver pack. Available nationally in 180 gms 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’… and not to miss the ‘uninvited guests’ that land up last minute. 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”.
For more fun and excitement, log on to Facebook – https://www.facebook.com/Kurkure
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 38 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted household names trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. 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
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