MAM

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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/28/The%20Winners%20of%20the%20first%20edition%20of%20ZEE%20Mindspace%20Awards.jpeg?itok=5EIh72N6
Unilever bags max at Zee Mindspace Awards

NEW DELHI: Leading content company, Zee Entertainment Enterprises Ltd (ZEEL) today announced the winners of the first edition of ZEE Mindspace Awards that aims at recognizing brands that have captured maximum mndSpace.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/26/Untitled-1_34.jpg?itok=ZclJglIb
Ad Club Bangalore receives 1200 entries for Big Bang Awards 2016

The Advertising Club, Bangalore has received a record number of entries for Big Bang Awards this year. A total of 1200 entries were received making it the highest number of entries received in last 20 years. Keeping in mind the changing media scenario, many categories have been added this year...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/26/Untitled-1_13.jpg?itok=6LT3pQqf
Sandeep Marwah named ambassador for Beti Bachao Beti Padhao

Filmmaker and educationist Sandeep Marwah has been named the brand ambassador for the government’s `Save the Girl Child’ or Beti Bachao Beti Padhao’ campaign.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/26/Untitled-1_3.jpg?itok=NAxMNPnx
Tendulkar applauds Swachh Bharat campaign champs

“You either love your country or you don’t. Even as a common citizen, you can do your bit to keep your country clean by not littering, if you truly love it.”

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/indusland.jpg?itok=wMj7Rxwa
IBM analytics solution to power Indusind digital marketing campaigns

NEW DELHI: IBM today announced that IndusInd Bank will use its IBM's Cloud commerce solutions to transform customer engagements and enhance its cross-sell platforms, in line with the bank’s strategy.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/MAM-campgn.jpg?itok=OSYt_F1F
Salute heroes for women empowerment through HDFC

NEW DELHI:Cardholders from HDFC Bank can nominate their special hero who has been contributing towards the cause of women empowerment and stand a chance to win exciting prizes.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Untitled-1_4.jpg?itok=nayWhMZ-
Lowe Lintas and LinTeractive unveil inaugural digital campaign for HouseFull

Upcoming furniture and furnishing destination Housefull.com has launched its first brand campaign exclusively on digital platforms, highlighting the durable furniture, by encouraging people to be ‘un-careful’ with their furniture.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Radio%20mirchi.jpg?itok=v-RI5dHn
Radio Mirchi to hawk Oye FM 104.8 ads

BENGALURU: Entertainment Network India Limited (ENIL) has informed the bourses that it has entered into an Advertising Sales Agreement (ASA) with TV Today Network Limited (TVTN) on 24 August 2016, in relation to TVTN’s 3 (three) private FM radio stations at New Delhi, Mumbai and Kolkata. Pursuant...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Madhuri%20Dixit%20intex.jpg?itok=CEE5am8k
Madhuri Dixit new face of Intex Washing Machine, features in TVC

Recently signed brand ambassador Bollywood actress Madhuri Dixit has featured in the first television commercial for the Fully-Automatic Washing Machine of Intex Technologies. The 20-seconds TVC will be broadcast pan-India across all major GECs, news channels and regional broadcasts.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories