Frito-Lay pushes Kurkure as antidote to sweets this Diwali

Frito-Lay India, PepsiCo’s snack food arm in the country, has launched an integrated campaign to push Kurkure’s specially designed festive range of packs.

Said Deepika Warrier, marketing director, PepsiCo India (Frito-Lay division), “The festive season is all about gifting and sharing our joys. In keeping with this spirit of celebrations, we have introduced attractive gift packs of Kurkure, albeit with a Kurkure twist, which will offer great value to consumers. The entire initiative shall present a unique Kurkure perspective to the entire festive occasion, and is our endeavour to create fun-filled, spicy chatpati Diwali for Indian families.”

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Titled “Muh Kurkure Karo”, the campaign comprises two new TV commercials featuring the brand ambassador, Juhi Chawla. The TVCs are centred on the thought that excessive sweet consumption during the festive season could turn an average person excessively sweet, and how Kurkure is the true antidote to this symptom.

The first TVC centred on the celebration of Diwali, shows a stereotypical irritated neighbour behaving very sweetly with teenagers who have just shot a fire-cracker in his house. In yet another first,  Chawla plays a central male character for the first time and brings to life this excessively sweet mannerism, the only anti-dote for which is Kurkure. 

The second commercial shows Chawla as an average housewife, to a man who 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, yet another sign of an excessively sweet behaviour, the only anti-dote for which is Kurkure.
 
Sonia Bhatnagar, senior vice president, JWT, said, “We have created a complete 360-degree campaign to involve and engage the target audience 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 multi-media campaign involving television, print, radio, online, and outdoor activation.”