The Kurkure family has returned for the brand’s launch of its three new international flavours. According to Kurkure, the flavours have been launched on the insight of Indians loving ‘desi’ twists to their international tastes. The three new flavours launched are, ‘Punjabi Pizza’, ‘Andhra Bangkok Curry’ and Rajasthani Manchurian.
To communicate this, the brand has launched an ad film that goes on air today. Created by JWT, the campaign has three TVCs that involve the family members tasting or getting others to taste the three flavors. All of them can’t decide whether the Indian or international taste is dominant.
Commenting on the campaign, Nalin Sood, executive vice president, foods, PepsiCo India, said, “The latest campaigns take forward Kurkure’s mega brand strategy aimed at portfolio expansion and offering consumers unique, novel and tasty flavour combinations. Cutting across geographies, age-groups and varying personalities, the brand is reinforcing its position as the largest salty snack brand in the country. Kurkure is a perfect combination of modern outlook with tradition twist and the same is reflected in its campaigns as well as innovative product offerings. The new fusion flavours too bring alive the same philosophy and offer consumers a great combination of regional cuisines and international taste.”
Commenting on the creative thought behind the ad films, Bobby Pawar, chief creative officer, JWT India said, “Kurkure’s ‘Tedha Hai Par Mera Hai’ belief brings alive the eccentricities of our families today - unconventional yet relatable modern Indian family that loves each member in spite of their quirky personalities. The latest ad-films too capture some of these fun, endearing and candid family moments in order to introduce Kurkure’s new fusion flavours.”
Creative Agency: JWT
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 Planning: Mindshare