New Delhi: Kurkure, the snack brand owned by PepsiCo India, on Friday announced that it has appointed actor Taapsee Pannu as its brand ambassador. The brand has also launched a television campaign to unveil a new brand positioning ‘Khayal toh chatpata hai’ (loosely translated into 'It’s a fun thought') to celebrate the progressive thinking that young Indian homemakers bring in to the traditional Indian families.
Kurkure, the snack brand owned by PepsiCo India, on Friday announced that it has appointed actor Taapsee Pannu as its brand ambassador. The brand has also launched a television campaign which unveiled new brand positioning ‘Khayal toh chatpata hai’ (loosely translated to it’s a fun thought) to celebrate progressive thinking that young Indian homemakers bring to traditional Indian families.
The new positioning highlights progressive ideologies that the homemaker holds today -- from breaking conventional barriers to new-age thinking. Kurkure has been leveraging Bollywood celebrities in its advertising, including Juhi Chawla, Kareena Kapoor Khan and Parineeti Chopra. This is the first time the brand has tweaked its strategy to amalgamate product features with a social message.
“As Kurkure enters a new and exciting phase with ‘Khayal Toh Chatpata Hai’ positioning, 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," said Jagrut Kotecha, vice-president, snacks category, PepsiCo India.
The first in the series, Kurkure released a new ad campaign made by advertising agency JWT India, featuring the actress in a fun avatar. In the film, Taapsee is seen representing a new Indian homemaker, a bahu, who shares her excitement with her family on receiving a job offer. Unfortunately, her excitement meets with disapproval from her aunt, who recommends she take up a hobby at home. She eventually manages to convince the aunt, encouraging her to think beyond the conventional.
Pannu endorses 10 brands and has signed five big contracts in 2018, including with ride-hailing app Uber, hair colour product Garnier Color Naturals, ethnic wear brand Melange by Lifestyle, online insurance firm Coverfox and skincare brand Nivea.
Earlier, Mint had reported that she earns ₹10-15 crore a year from endorsement deals, which include a mix of youth-centric brands targeted at consumers across metros and small towns.
“Pannu speaks her mind and comes across as a hardworking self-made woman who is relatable as well as aspirational—two key attributes that any youth-centric brand would like to leverage. Going forward, her brand value will soar," said Manish Porwal, managing director, Alchemist Marketing and Talent Solutions.