In tune with its portfolio promotion, 'Chala Change Ka Chakkar', launched in the beginning of 2008, Pepsico India has rolled out a fresh 360-degree campaign for its snack brand, Kurkure, repositioning the "masti" co-efficient to a " tedha" one.
Titled 'Tedha hai par mera hai', the new positioning statement salutes the average regular 'imperfect' Indian. The new platform is based on the understanding that young confident Indian consumers are no longer striving to be perfect in everything, but are comfortable about their imperfections and quirks.
Taking the creative concept forward, the new TVC is set in a traditional haveli and features Juhi as a zany Punjabi housewife who tries to get her tedha relative, Montu married. After the proposal gets turned down, a twist of events ensures that Montu's 'tedha' demeanor eventually wins.
A new commercial carrying forward this new brand positioning was also launched today in the South, starring the actress Simran. This is the first commercial by a major Salty Snack brand made exclusively for the South Indian market and builds on Kurkure's new positioning of 'Konala Irundhalum, Ennudiya Thakum (Tedha hai par mera hai) '.
"The new communication platform 'Tedha hai par mera hai' has been developed through a proprietary 'insight mining' process," said Deepika Warrier, marketing director, Pepsico India. "Consumers across the country have loved the new creative platform which is based on the reality that young confident Indian consumers are today as comfortable about their imperfections as they are of their attributes."