PepsiCo has announced a new brand thought, 'khayal toh chatpata hai' for its snacking brand Kurkure.
A film conceptualised by Wunderman Thompson featuring brand ambassador Taapsee Pannu has been rolled out for the same. It opens with Pannu announcing to family members that she's landed a job as a news anchor. As one young family member gets up to congratulate her, an aunt is unhappy. She recommends her to take up a hobby at home instead. Pannu does that. She takes to annoying her aunt so much that the latter succumbs and urges her to take up the job.
Jagrut Kotecha, VP snacks category, India region, PepsiCo India, said, “We are thrilled to be carrying forward this journey with Taapsee, who resonates well with the brand philosophy. With the new positioning, we aim to celebrate the forward-thinking brought-in by today’s homemaker and Taapsee who is an inspiration to them; and has proved her strength and mettle by taking on unconventional roles, in movies and beyond, is a natural fit. We welcome her to the Kurkure family.”
Varun Channa, managing partner, Wunderman Thompson, said, “The brand positioning is evolving with the changing consumer and the line ‘Kurkure, khayaal to chatpata hai’ resonated well in research across centers. Taapsee with her chatpata personality helps bring to life the proposition and celebrates the families that walk the unconventional route.”
CREDITS
Client: PepsiCo
Creative agency: Wunderman Thompson
Managing partner: Varun Channa
Business head: Jaibeer Ahmad
National planning director: Mythili Chandrasekar
CCO: Senthil Kumar
VP and ECD: Nakul Sharma and Tirtha Ghosh
Creative director (art): Partha Sengupta
Creative director (copy): Priyadarshi Khastgir
Film department: Mandeep Singh
Account management: Binay Mehra and Kirti Sinha
Production house: Likeminded People
Director: Piyush Ragani
Producer: Ruchi Shah
