MAM

Kurkure to launch new leg of 'Tedha Hai Par Mera Hai' campaign

MUMBAI: Kurkure is launching a new campaign introducing its new Extra Large- Super Saver pack.

The new product is being introduced with a ‘Kurkure twist‘ and takes forward the new creative strategy of the Kurkure ‘Tedha Hai Par Mera Hai family‘ introduced last month.

The ad-film starring the new "quirky" and "endearing" family is shown planning a ‘small Indian family party‘ with this new pack.

The campaign starring the family comprising of Parineeti Chopra, Kunal Kapoor, Farida Jalal, Boman Irani, Ramyakrishnan, and Shivansh is scheduled to go on air on 29 January.

It will be supported by a 360-degree marketing plan including print, radio activation and digital media engagement.

PepsiCo India executive vice president - Foods Nalin Sood said, "The key insight behind the latest campaign is that there is no such concept as a small family party in India and this makes for a good proposition for our new Extra Large pack. Taking forward our mega brand strategy, consumers will see a lot of excitement from brand Kurkure over the coming months and this campaign is a step towards it".

The television commercials for the brand have been conceptualised and created by JWT.

JWT India chief creative officer Bobby Pawar added, "Indians love to get together for fun-filled family moments, which is what our latest campaign aims to bring alive. The concept is stemming from the thought that we all have large social circles and can‘t escape from leaving extended family/ friends out of a ‘small‘ gathering".

In the TVC, the family is seen discussing the guest list for a small party that keeps increasing as each family member wishes to invite his/her close family and friends. Towards the end a ‘small gathering‘ becomes a ‘large party‘. However, the family has no worries as they have the new Kurkure Extra Large - Super Saver pack that is the perfect snacking option for such large family occasions.

The TVC 40 seconder TVC is producer by Love & Faith‘s Varun Shah.

For the record, the media planning agency for the account is Mindshare.

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