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Home » Media » Press Releases » Kurkure

Kurkure encourages India to be unconventional with “Try Tedha Yaar!!!”

  • Unveils a new brand campaign with the thought “Try Tedha Yaar” featuring Bollywood star and brand ambassador Juhi Chawla

New Delhi, March 27, 2012: When daily routine becomes so predictable, conventional & boring, it is time to try something Tedha! That is the new campaign message from Kurkure, India’s popular unconventional namkeen brand from PepsiCo India. In its latest brand campaign, it encourages ‘unconventionalism’ by asking India to “Try Tedha Yaar”!!!! In dealing with the conflicts of a traditional outlook in a fast contemporizing world, the average Indian household is becoming increasingly adept at change. This sets the premise of Kurkure’s latest campaign featuring Brand ambassador and Bollywood star Juhi Chawla that asks consumers to deal with the conflicts of the new bold world by being assertively unconventional.

Speaking about this campaign, Nalin Sood, EVP- Indian Snack Category, Pepsi Co India said, “At Kurkure, we have always celebrated unconventionalism. We started the journey with the brand positioning “Tedha Hai Par Mera Hai” which celebrates the imperfect & unconventional side in all of us. Now with “Try Tedha Yaar!” we are taking the brand positioning forward with a powerful thought that we hope will resonate with consumers. The campaign says that being unconventional is exciting & encourages people to Try Tedha.”

Along with the communication, the brand has also refreshed its packaging to a new bolder, more energetic look that will appeal to consumers even more.

The campaign’s latest TVC features Juhi Chawla, the brand ambassador of Kurkure playing multiple characters of mothers living a “seedha” conventional life. Her transformation to a ‘Tedhi Mummy’ avatar after having Kurkure prompts her to be unconventionally progressive towards life, family and household. The TVC communicates “Seedha toh sadha hota hai, isliye Kurkure kehta hai Try Tedha yaar” which goes on to reinforce the philosophy that being unconventional is the best way to deal with conflicts of the bold new world.

According to Juhi Chawla, “I have had a fun-filled association with Kurkure for many years now and this campaign was no different! I especially enjoyed shooting for this particular campaign as it showcases a mother bound by conventional thinking trying to evolve into a new age mother who is fun, progressive & adapts better to the fast changing world by trying Tedha!”

The latest campaign “Try Tedha Yaar” will be promoted through mix of media that includes TV, Radio, Print and Digital. The campaign will bring alive the thought in relevant consumer contexts & provoke them to do something different & unconventional in life.

Join the tedhapan at:http://www.facebook.com/kurkure

TVC Creative Details: ( need the inputs in the given format)

Creative Agency: JWT
Executive Business Director: Joy Chauhan
Sr Creative Director & VP: Sonia Bhatnagar
Director for the film: Abhijit Chaudhuri
Production House: QED Films
Media Planning: Mindshare
Language: Hindi & other regional
Duration: 45 seconds (TVC)

About Kurkure:

Kurkure, which was fully developed in India as a great tasting ‘namkeen’ snack, has established a strong connect with consumers across India. It has been at the forefront of product and marketing innovation and has constantly re-invented itself to remain relevant to the Indian ethos and culture. All ingredients used in making Kurkure are trusted kitchen ingredients used daily in all households for preparation of various food items.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. With an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 37 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.

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. In 2010, PepsiCo India gave back 4 billion liters more water than what it consumed, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. For more information, please visit