Launches 3 never seen before flavor combinations – combining mouthwatering international tastes BUT with a Kurkure’s desi twist – Punjabi Pizza, Andhra Bangkok Curry and Rajasthani Manchurian
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.”
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