Kurkure's new 'tedha' family returns in Kurkure's new TVC to launch the brand's 'Extra Large - Super Saver' packs.
The film created by JWT opens with the family seated in their hall discussing their guest list for a small party they plan to host while munching on a pack of Kurkure. Each family member gives their suggestions for the guest list with reasons, which ensures that the party no longer remains 'small'. The next shot shows a large number of people assembled inside the house. A voice over and super then introduces the new Kurkure pack. The film ends with a family of five shown waiting outside the house and 'inviting themselves' to the party.
On the creative thought behind the film, Bobby Pawar, chief creative officer, JWT India, said, “Indians love to get together for fun-filled family moments, which is what our latest campaign aims to bring alive. The concept is stemming from the thought that we all have large social circles and can’t escape from leaving extended family/ friends out of a ‘small’ gathering.”
On the campaign, Nalin Sood, executive vice president, foods, PepsiCo India, said, “Kurkure is a brand loved by consumers for its great tasting offerings that appeal to every Indian. The new 'Extra Large - Super Saver' pack is a part of our strategy of offering choices that cater to different price points and drive new consumption occasions for the brand. The key insight behind the latest campaign is that there is no such concept as a small family party in India and this makes for a good proposition for our new Extra Large pack. Taking forward our mega brand strategy, consumers will see a lot of excitement from brand Kurkure over the coming months and this campaign is a step towards it."
The film went on air on 29 January. The TVC is part of a 360-degree campaign, which will straddle print, radio and digital media, besides activation.
Client: PepsiCo (Kurkure)
Executive creative director: Sonia Bhatnagar
Creative director: Ajitesh Verma
Executive business director: Joy Chauhan
VP and client services director: Rohit Sharma
TVC director: Milind Dhaimade
Producer: Varun Shah, Love & Faith
Media agency: Mindshare