PepsiCo unveils multimedia campaign for new range of Kurkure packs

MUMBAI: Frito-Lay India, the snacks and food arm of PepsiCo India, has announced a new range of packs for Kurkure for the festive season.

The Kurkure gift packs priced between Rs 51 and Rs 151, for packs between 214 gm and 634 gm will be available across major towns.

Said PepsiCo India marketing director for Frito-Lay division Deepika Warrier, "In keeping with this spirit of celebrations, we have introduced attractive gift packs of Kurkure. The entire initiative shall present a unique Kurkure perspective to the entire festive occasion and is our endeavour to create funfilled Diwali for Indian families.

As part of their ongoing activity, the company has unveiled two new television commercials (TVC) titled ‘Muh Kurkure Karo‘ conceptualised by ad agency JWT.

The 360 degree campaign created by JWT is aimed at presenting Kurkure as the antidote to an excessive dose of sweets.

Said JWT SVP Sonia Bhatnagar, "We have created a complete 360 degree campaign to involve and engage the target group by promoting the concept of ‘Muh Kurkure Karo‘.

"This integrated communication strategy will be rolled out to augment customer‘s experience of celebration this Diwali. It will be a multimedia campaign involving television, print, radio, online and outdoor activation."

The first TVC that centers on the celebration of Diwali shows an irritated neighbour behaving very sweetly with teenagers who have just shot a firecracker in his house.

In yet another first, Kurkure brand ambassador Juhi Chawla plays a male character for the first time (she plays a North Indian man) and brings to life this excessively sweet mannerism, the only antidote of which is Kurkure.

The second commercial shows Juhi as an average housewife, whose husband has just lost a lot of money in a game of cards. However, unlike a stereotypical wife, she does not seem perturbed one bit by this loss and is excessively sweet to her husband, being completely supportive and telling him that they still have lots of jewellery, property, insurance etc…. another sign of an excessively sweet behaviour, the only antidote of which is Kurkure.

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