Chennai, June 04, 2008: PepsiCo India Holdings (FritoLay Divison) today announced superstar Simran as the new brand ambassador for Kurkure for the South Indian market. In yet another first, Kurkure shall be the only National Snack brand to have a differential advertising strategy in South India. Simran who shall be Kurkure's first brand ambassador in the South Indian market joins the brand's long-standing endorser Juhi Chawla as a part of the Kurkure family.
The event was also marked by the unveiling for the new positioning for Kurkure- one of the largest snack brands in the country. After having transformed family tea-times by adding it's much loved 'masti' quotient and cementing its place in the consumers' tea tray, Kurkure in its new positioning platform 'Konala Irundhalum, Ennudiya Thakum (Tedha hai par mera hai)', salutes the average regular "imperfect" Indian in its inevitable cheeky & surprising style.
The new television commercial starring Simran is the first commercial by a major Salty Snack brand made exclusively for the South Indian market and builds on Kurkure's new positioning of 'Konala Irundhalum, Ennudiya Thakum (Tedha hai par mera hai)'. The television commercial stars Simran as a village belle who has to choose between two suitors and devises a twisted challenge of making them walk on hot coals to do so. In a bizarre turn of events, the suitor who wins her hand is the one who takes a 'konala (tedha)' or uniquely different way of meeting the challenge quite like the much loved 'konala (tedha)' kurkure. The commercial will go on air in the South Indian market from June 05, 2008, and can be seen across all major television channels.
Speaking at the event, Ms. Deepika Warrier, Marketing Director, Pepsico India Holdings Pvt. Ltd said "Kurkure's new positioning is based on the omnipresent truth that young confident Indian consumers are no longer striving to be perfect in everything, but are rather comfortable about their imperfections. Kurkure is an Indian brand with an Indian heart and completely represents the young generation in India today", she added, "We are of course delighted to welcome Simran to the Kurkure family. She has universal appeal and yet has her own distinctive personality that makes her the perfect brand ambassador for Kurkure."
Commenting on the partnership, Simran the newly appointed brand ambassador of Kurkure said, "It is a privilege to be associated with Kurkure, a brand that is close to the Indian heart and is a true success story. I was delighted by its celebration of 'imperfection' which is so appealing to the minds and hearts of consumers. I look forward to a long and fulfilling association with the brand."
Similar to the commercial developed exclusively for the South India market, the commercial for other markets is set in a traditional 'haveli' where Juhi plays a zany Punjabi housewife who tries to get her "tedha" relative Montu married. After the proposal gets turned down, a twisted turn of events ensures that Montu's 'tedha' demeanor eventually wins, quite like the much loved "tedha" Kurkure.
This year has seen FritoLay India go from strength to strength – firstly with the launch of its portfolio promotion Chala Change Ka Chakkar in the beginning of the year that set the tone for an interesting 2008. Through the year, the consumers shall see Frito Lay brands inviting them to look beyond what is obvious through interesting innovation, communication & 360 degree marketing campaigns. Brands across the portfolio have been extremely active in launching new concepts thereby adding a much needed freshness & zing to the Indian snacks market.