FritoLay, the snack arm of PepsiCo India, ran a media innovation on December 29 in alliance with MiD DAY Delhi to communicate the smaller packaging of its home-grown snack brand, Kurkure.
The daily shrunk in size for a day to promote Kurkure’s recently-launched ‘Chottu Pack’. “This is the first time that a popular snack brand is available for Rs 3 and we wanted to communicate this to our consumers,” explained Sonia Bhatnagar, VP and senior creative director, JWT. “Both Kurkure and MiD DAY are full of ‘masala’ and we saw a perfect brand fit. Also, as MiD DAY is priced as Rs 3, too, it further reiterated Kurkure’s new pricing.”
Built on the creative concept that 'though smaller in size it is still full of masala', the campaigns saw MiD DAY not only reducing its size but also integrating the lead story – with the headline ‘Small Wonders’ - and carrying a strip below the masthead that read, “'We've shrunk, but our masala is still big. Flip to Page 31 to discover why'.”
The daily also launched a special distribution drive for Kurkure’s product sampling.