New Delhi, Feb 21, 2013: Kurkure, known to be at the forefront of snack product and marketing innovation, takes forward its mega brand strategy by introducing three unheard-off flavors using the family introduced recently. Based on the insight that Indians just love giving ‘Desi’ twists to international tastes, these flavours are based on popular international cuisines but with a signature Desi Kurkure twist - Punjabi Pizza, Andhra Bangkok Curry and Rajasthani Manchurian. With this, Kurkure fans will experience a never before combination of taste that combines the best of both worlds.
In January, consumers saw the family planning a ‘small party’ with its extra-large ‘Super Saver Pack’. Starting February 22nd, consumers will see the Kurkure family saga unfold with new stories around these flavours. The campaign has three TVCs that involve the family members tasting or getting others to taste the three flavors – but no one can decide which taste is dominant – Indian OR International. Parineeti Chopra (Bahu Remix) and Farida Jalal (Social Butterfly) offer Punjabi Pizza to the arrogant NRI guest Omi Vaidya who soon gets nostalgic about the taste of home – only trouble is he’s not sure if its Italy or Punjab! Andhra Bangkok Curry reminds Ramyakrishnan (Perfect Bhabhi) of Andhra’s cuisine but Boman Irani (Chupa Rustam) has a lot of explaining to do once he blurts out that it reminds him of Bangkok! The 3rd ad-film sees Parineeti Chopra and Kunal Kapoor (Bollywood Banker) planning a vacation while eating Rajasthani Manchurian flavor and are so lost in the taste that they do not even realize that they are planning different destinations Rajasthan & China!
Commenting on the campaign, Nalin Sood, Executive Vice President - Foods, PepsiCo India said, “The latest campaigns take forward Kurkure’s mega brand strategy aimed at portfolio expansion and offering consumers unique, novel and tasty flavour combinations. Cutting across geographies, age-groups and varying personalities, the brand is reinforcing its position as the largest salty snack brand in the country. Kurkure is a perfect combination of modern outlook with tradition twist… and the same is reflected in its campaigns as well as innovative product offerings. The new fusion flavours too bring alive the same philosophy and offer consumers a great combination of regional cuisines and international taste.”
Speaking about the creative thought behind the ad films, Bobby Pawar, Chief Creative Officer, JWT India said, “Kurkure’s ‘Tedha Hai Par Mera Hai’ belief brings alive the eccentricities of our families today - unconventional yet relatable modern Indian family that loves each member in spite of their quirky personalities. The latest ad-films too capture some of these fun, endearing and candid family moments in order to introduce Kurkure’s new fusion flavours.”
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 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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