Kurkure Playz helps address the ghost in the room

Kurkure has announced the launch of a sub-brand Kurkure Playz for which it has rolled out a campaign.

 

The campaign has been conceptualised by Leo Burnett and consists of a film set in a house. A young-man seems to be moving into this house. He places his carton and opens a pack of Kurkure Playz when he's greeted by a ghost. While the ghost shocks the man's family, he himself is cool and negotiates a rent deal with the ghost instead.

 

Neha Prasad, associate director and brand lead, Kurkure, said, “Kurkure has always kept its consumers at the centre and connected with them through innovative product offerings and quirky, masaledaar storytelling. The Kurkure Playz launch is a big entry in the rapidly growing soft texture snacks in two formats – puffed and pellet. We are excited about our new ‘Halke Mein Lo’ campaign, as it encourages the youth to not get hassled by the daily squabbles and to take a lighter approach to life by adding a dose of masti to any given situation.”

 

Vikram Pandey (Spiky), national creative director, Leo Burnett India, said, “The film introduces the new Kurkure Playz and while we wanted to keep the light-hearted quirky tonality of Kurkure, we also wanted to add a playful dimension to the new products. We bring this alive with our ‘Halke Mein Lo’ proposition – where the film places the characters in an extraordinary situation of finding a ghost in the room. However, the story takes an unusually cool and hilarious turn when the protagonist takes things lightly.” 

 

Kurkure Playz has been launched in two flavours - Kurkure Playz Puffcorn and Kurkure Playz Pastax. 

 

CREDITS:

 

Creative agency: Leo Burnett

CEO and chief strategy officer – South Asia: Dheeraj Sinha

CEO and chief creative officer – South Asia: Rajdeepak Das

President - North: Samir Gangahar 

National creative director: Vikram Pandey

Executive creative director: Ashish S Sharma

Associate executive creative director: Sagar Parab

Senior creative strategist: Ashish Gautam 

Senior art director: Harshad Mestry

Art director: Sanket Misal

Vice president: Neha Kapoor 

Brand services director: Uday Lalotra

Senior brand services associate: Shubham Aggarwal

Senior vice president: Noor Samra 

Brand strategy director: Ashish Mathew

Production house: Early Man Films

Director: Abhinav Pratiman

Producer: Amarjeet Phukan