Frito-Lay, Pepsi’s snack division, has rolled out a brand variant for its savoury brand, Kurkure Desi Beats: Crunchy Wheat. The latest launch is supported by an integrated communication plan featuring its brand ambassador, Kareena Kapoor.
The JWT-created TVC, shot in the fields of Punjab, juxtaposes an urban Kapoor with her desi avatar, unveiled in last year’s ‘Cinderella’ campaign.
Watch the TVC here:
The spot begins with Kapoor in her ‘Pooh’-inspired chic persona stranded in the middle of wheat fields, desperately looking for help. While passing through the fields, she finds a pack of Kurkure Desi Beats Crunchy Wheat on a scarecrow. On tasting it, she completely forgets all about her frustrating situation and discovers her ‘desi’ side.
The new TVC, while promoting the brand extension, reiterates the ‘No fun without desipann’ positioning. The film has been directed by Imtiaz Khan.
Said Deepika Warrier, marketing director, FritoLay India, “We are extremely proud to present the new variant of Kurkure Desi Beats Crunchy Wheat, a first of its kind in the snacking category with the goodness of whole wheat coupled with an irresistible lime flavour. Speaking about firsts, we are delighted to have the immaculate Imtiaz direct the TVC for us. The Kareena-Imtiaz duo is certainly the best.”