Arati Rao
Nov 23, 2010

Kurkure's TVC makes a case for new Desi Beats flavours

JWT has created a TVC for PepsiCo's snack brand Kurkure's two new Desi Beats flavours

Kurkure's TVC makes a case for new Desi Beats flavours

JWT has created a TVC for the launch of PepsiCo's snack brand Kurkure's two new Desi Beats flavours. The commercial is pegged on its recently launched flavour 'Saucy Mirchi'.

In the commercial, created by JWT Delhi, a young photographer in a boat in the middle of a lake spots a pretty girl in another boat, who's eating the saucy mirchi flavour of Desi Beats. He rows over to her and they both flirtatiously say "Hi" to each other. The young man asks if he can join her, and the woman accepts, and proceeds to playfully splash a little water on him from the lake. The voiceover says, "First, saucy." The young man reciprocates, but ends up throwing a huge amount of water at the woman, which thoroughly drenches her. In anger, the woman hits the photographer with an oar. The voiceover says, "Then, mirchi", and proceeds to introduce the 'Saucy Mirchi' flavour of the snack.

According to Joy Chauhan, vice president - account management at JWT Delhi, the 'saucy mirchi' flavour won over the other 'butter chatpata' in trial and testing, and hence was selected for the communication. "If you try the flavour, first, it has a saucy taste and after you're finished, you get hit with the spice. So, the idea for the TVC is about women being saucy and spicy, as per their moods," he said.

Watch the TVC here. 


Agency: JWT

Client: PepsiCo Foods

Creative: Sonia Bhatnagar, Satish Sridhar, Amish Sabharwal

Account management: Saurabh Saksena, Joy Chauhan, Charu Budhiraja

Agency producer: Mandeep Singh

Production House: Chrome

Director: Nikhil Rao

Producer: Hemant Bhandari, Swanand Marathe  

Campaign India

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