Kurkure and Akshay Kumar salute the 'chatpati' resilient families during lockdown
Watch the film conceptualised by Team WPP here
Jul 30, 2020 10:32:00 AM | Video | Campaign India Team
Kurkure has launched a campaign to express gratitude to Indian families for their continued support towards each other during the pandemic.
The film conceptualised by WPP shows the relationship that family members share with each other and celebrates how they have kept one another upbeat and entertained during these times.
Dilen Gandhi, senior director and category head – foods, PepsiCo India, said, “As individuals, thanking our immediate families may not always come naturally to us. While we may convey our gratitude to them through little actions, it is putting this deep emotion into words which is the real challenge. Through Kurkure’s new campaign, we aim to offer our fans and consumers across India with a fun way to say ‘thank you’ to their loved ones. This quirky tribute matches perfectly with the ‘atpata’ and ‘chatpata’ characteristics of Indian families - making this ode truly distinct in today’s scenario.”
He added, “While the trend earlier was about moving out on your own, the reality now has once again cherished the role played by family as a social institution and familial bonding has become a privilege. Our attempt through this campaign is to celebrate that.”
Ritu Nakra, WPP Lead – PepsiCo Foods, India, said, “Kurkure has always had Indian families as the "Hero" of our brand communication. In light of current events, our families have become more important than ever, acting as our support systems and making these tough times somewhat bearable. This ode to Indian families was our way of recognizing and celebrating our families that have been there for us through tough times. Done in a very quintessential Kurkure manner, with loads of quirk and humour.”