Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success

MUMBAI: Wondering what Juhi Chawla is doing posing as Tulsi of Kyunki Saas Bhi Kabhie Bahu Thi in a leading newspaper today?

Here's what. Lehar Kurkure (a Pepsi Foods brand) is attempting to target housewives through their new ads using the bubbly actor. And since the soap sagas are most popular among the housewives who are the key decision makers in matters in the family; JWT Delhi, the creative agency for Kurkure, decided to target just them by making a spoof on the popular show.

Tulsi or Juhi... does it really matter? The tag line of the ad reads - 'Kyunki Kahaani Mein Kurkure Hona Chahiye' and has Chawla dressed like the character of Tulsi from Star Plus' show Kyunki.... The second line of the ad reads - 'Now everyday watch Juhi as your favourite bahu 9 pm onwards.'

Speaking on the strategy undertaken by the agency, JWT senior creative director Sonia Bhatnagar said, "We wanted to reach out to the housewives who are the gatekeeper target audience for Kurkure because they are the ones who are hooked on to the serials on television."

Elaborating on taking Chawla in the ad, Bhatnagar said, "We wanted to do something special with Juhi as there is something about her cheerful personality. She has an amazing sense of comic timing and is not a glam doll. Instead she is a mother and a housewife too. The ad was a great acting challenge because it needed emulating another actor on television. Hence we zeroed in on Juhi who we felt was right for the brand."

As of now there the ads are on television and in print but JWT is planning a complete surround activity in the media for Kurkure. "Outdoor ads will be soon out in Mumbai and we are also looking at radio and cricket in the near future. The platform has been set by the print and television ads," said Bhatnagar. The ads appeared in Mid Day in Mumbai and Hindustan Times magazine in Delhi today.

Kurkure's tag line 'Kha ke Mast' (Eat and be happy) has been adopted in the new ads too as the company wants to own and adopt the word 'masti' in all its ads. Actor Sanjay Dutt's movie Munna Bhai MBBS has been a rave in India and more so in Mumbai because of the Mumbai lingo that is so rampant in the movie. Kurkure cashed in on the success of the 'bole to' lingo and incorporated it in its ads which reads as - 'Masti Bole to Kurkure.'

If masti (fun) and Kurkure are synonymous with each other, so are masti and Juhi... and what better than having a coup of sorts by having all three (Juhi, Kurkure and masti) packaged together.

Latest Reads
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories