PepsiCo launches new festive Kurkure ad

Firm will also introduce special gift packs to promote the brand during the festival season


The advertisements feature Parineeti Chopra in the Bengali version, while Boman Irani and Ramya Krishnan take the lead in the Tamil version.
The advertisements feature Parineeti Chopra in the Bengali version, while Boman Irani and Ramya Krishnan take the lead in the Tamil version.

New Delhi: PepsiCo India on Tuesday launched a festive advertising campaign for its salted snack brand Kurkure and said it will introduce special gift packs to promote the Rs.1,000-crore plus brand during the festival season.

This year, Kurkure’s new festive campaign encourages people to do away with the usual overdose of artificial sweetness and obligations and embrace their “chatpata” nature, the company said in a statement.

“The biggest ever campaign for Kurkure will have more focus on the digital medium, but it will be spread across other mediums like television, print and on-ground,” said Partho Chakrabarti, vice president, snacks category, PepsiCo India. “We’ll have videos in seven different regional languages capturing local sentiments during festivals in these parts of the country. This year, our campaign encourages one and all to shed the usual formality and sweetness with a dose of “chatpatapan” that we are sure will strike a chord with consumers,” he said.

The first three advertisements will be in Hindi, Bengali and Tamil.

PepsiCo will also bring limited edition gift packs during Diwali priced at Rs.60, Rs.90 and Rs.120. These will be sold across traditional retail outlets, modern trade, and even on Amazon, the company said.

However, PepsiCo is not hiring any new brand ambassador for Kurkure. The advertisements feature Parineeti Chopra in the Bengali version, while Boman Irani and Ramya Krishnan take the lead in the Tamil version.

Festive seasons are a good time to increase brand presence and such campaigns help Kurkure to stay connected with consumers, said Chakrabarti, declining to give details on how much PepsiCo will spend on this promotion.

“It will be more than earlier campaigns,” he added.

JWT India is the creative agency for the advertisements. Babita Baruah, senior vice president and business head, JWT India said, “Kurkure has always been at the forefront of coming up with quirky ideas that relate to our everyday lives. The latest Kurkure TVC captures the essence of Indian festivities and the moments shared together with families in a fun way.”