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Launched in 1999, Kurkure soon became the perfect Namkeen Snack of the Nation. Embodying the spirit of our lovable Country, this
tedha shaped snack has found a home in the hearts and minds of all. Our Inimitable taste coupled with superior quality has made us
the choice of mllions and an inevitable part of ther families. Little Wonder that it is one of India's most loved snack food brands.
And we have constantly innovated over the years to keep ourselves continually relevant to ever evolving generations, going from being
an integral part of the tea time ritual to bringing fame and joy to faceless individuals (via the Chai Time Achievers's initiative) to being the
epitome of "Thedhapan".
And going forward, we will contine to do even more to live up to your expectations and reciprocate all the trust and love you have given
us.
Brand History
Launched in 1999, this perfect namkeen snack, developed entirely in India, has come to be identified with fun and lovable human
quirks. It developed an even stronger identity through associations with well-known Indian actors.
Brand Advantage
Innovations
Kurkure has constantly re-invented itself to sustain its relevance to Indian culture and the Indian ethos. Not only does Kurkure provide
an inimitable taste and superior quality, it has also brought fame and happiness to many through its Chai-time-achievers face on pack
initiative.
Quality Standards
Kurkure is made in automated plants at three locations Channo (Punjab), Kolkata and Pune. These plants are audited and certified by
various external agencies. The certifications include:
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a cash prize of Rs 50 lakhs and 1% of the sales turnover from the new flavour, which will launched by the end of May
2010.
There's Dell which
is also looking at consumers to get ideas for its products and services.
So the signs are there. Increasingly, marketers are looking at consumers for ideas for their brands. The purpose is to try
out the wisdom of the crowds, rather than simply rely on their agencies.
be rolled out to augment customers experience of celebration this Diwali. It will be multi-media campaign involving
television, print, radio, online, and outdoor activation.
Frito-Lay, Pepsis snack division, has rolled out a brand variant for its savoury brand, Kurkure Desi Beats: Crunchy Wheat.
The latest launch is supported by an integrated communication plan featuring its brand ambassador, Kareena Kapoor.
The JWT-created TVC, shot in the fields of Punjab, juxtaposes an urban Kapoor with her desi avatar, unveiled in last
years Cinderella campaign.
The spot begins with Kapoor in her Pooh-inspired chic persona stranded in the middle of wheat fields, desperately
looking for help. While passing through the fields, she finds a pack of Kurkure Desi Beats Crunchy Wheat on a scarecrow.
On tasting it, she completely forgets all about her frustrating situation and discovers her desi side.
The new TVC, while promoting the brand extension, reiterates the No fun without desipann positioning. The film has
been directed by Imtiaz Khan.
Said Deepika Warrier, marketing director, FritoLay India, We are extremely proud to present the new variant of Kurkure
Desi Beats Crunchy Wheat, a first of its kind in the snacking category with the goodness of whole wheat coupled with an
irresistible lime flavour. Speaking about firsts, we are delighted to have the immaculate Imtiaz direct the TVC for us. The
Kareena-Imtiaz duo is certainly the best.
Taking the creative concept forward, the new TVC is set in a traditional haveli and features Juhi as a zany Punjabi
housewife who tries to get her tedha relative, Montu married. After the proposal gets turned down, a twist of events
ensures that Montu's 'tedha' demeanor eventually wins.
A new commercial carrying forward this new brand positioning was also launched today in the South, starring the actress
Simran. This is the first commercial by a major Salty Snack brand made exclusively for the South Indian market and builds
on Kurkure's new positioning of 'Konala Irundhalum, Ennudiya Thakum (Tedha hai par mera hai) '.
"The new communication platform 'Tedha hai par mera hai' has been developed through a proprietary 'insight mining'
process," said Deepika Warrier, marketing director, Pepsico India. "Consumers across the country have loved the new
creative platform which is based on the reality that young confident Indian consumers are today as comfortable about their
imperfections as they are of their attributes."
As we all know, Kurkure ads have always entertained us with there tedha ideas and cool
brand ambassador, Juhi Chawla with her amazing comic timing and acting. These witty and interesting
advertisements have been my all time favorite.
If we look at the ads of kurkure, the focus has always been on families get together, parties and so on. I
believe in India, the audience perception towards a namkeen brand can be hugely associated with getting
together having a spicy light snack with tea or as an appetizer for parties.
Kurkure understood this association with traditional audience and manages this family idea pretty well.
This is also one of the critical factors behind the great success of the product. Advertisements play a
crucial role in marketing communication. A message delivered through the right means of communication
and understood clearly is half the job done.
Kurkure knew how to lure the young and stick to the existing consumers thats the reason why kids love
kurkure in place of chips and adults like it as a cool replacement to the old tea time snack.
I also applaud pareneeti for her comic sense and she is a good replacement for juhi. she has replaced her
beautifully and i have some high expectations from her though juhi is a distinguished actor and has no
match at all.
Business Environment
Perhaps, the company wants to revamp the idea of a tedha family by giving it a new perspective targeting
the youth of the country. The new ads are impressive and hit the right notes while playing the tedha family
rightly. Kurkure does it again! A great job on part of the advertising agency and the marketing company,
JWT.
Kurkure has surely no reasons to be insecure as it has a good position in the market and with other
competitors entering the business scenario, I am sure consumers will only pick, Kurkure- kyunki tedha hai
per mera hai.
Kurkure launches the all new Tedha Hai Par Mera Hai Family
Launches the first in the series of campaigns of its new mega brand creative strategy
Signs five new brand ambassadors to form a unique quirky Indian family
New Delhi, December 7, 2012: Kurkure, known to be at the forefront of product and marketing innovation scales up its brand
philosophy of Tedha Hai Par Mera Hai with its biggest campaign launch till date. The all new Kurkure family starringParineeti
Chopra, Kunal Kapoor, Farida Jalal, Boman Irani, Ramyakrishnan, andShivansh brings forward unconventional yet relatable
modern Indian family to take forward Kurkures journey in the Indian snack market.
At a launch event held in Delhi to introduce the campaign and the new Kurkure family, Vidur Vyas, Marketing Director - Foods,
PepsiCo India said, Kurkure as a brand has always been at the forefront of Innovation be it in our product or communication. We
have used progressive family insights that relate to every Indian to build our brand. Our latest initiative stems from our overall objective
of creating a Kurkure mega brand with portfolio expansion and innovation. In addition to helping us target new platforms & consumer
groups, this family will also act as a creative unifier as we strengthen our position as the largest salty snack brand in the country.
Nalin Sood, Executive Vice President - Foods, PepsiCo India said on this occasion, This campaign signals Kurkures evolution as
the countrys most loved brand which has offerings and products for all members of the family. With this campaign, we have built on our
brand heritage and taken it further in a modern & contemporary manner. For the first time ever, Kurkure has introduced a campaign
with five power packed stars that will represent their love for the current brand portfolio and its future innovations. Based on the
consumer needs, product proposition and personalities of the characters, we will use some or all of the stars to endorse products from
the large range of offerings from Kurkure.
Kurkure currently has a wide repertoire of offerings to the consumer in different snack formats it has five flavor offerings in Core Collet
range and two flavors under Kurkure Solid Masti Twisteez range. In addition, the brand has recently added two variants in Kurkure
Monster Paws and Kurkure PuffCorn with two flavors each under the puffed snack range.
Speaking about the creative thought behind the ad film, Bobby Pawar, Chief Creative Officer, JWT India said, Kurkure truly stands
for its brand philosophy that we accept our families for who they are despite their imperfections Tedha Hai Par Mera Hai. The
personalities of each character depict the new age family which is modern yet traditional in its values. Each character that we have
created has some imperfections and quirkiness yet they are endearing to everybody. They all come together to form a quirky modern
family that we all will relate to and love.
The personalities of the characters are inspired by real life Indian families that each of us can relate to. Farida Jalal is a Social
Butterfly Dadi she is young at heart and does everything unexpected from a typical grandmother. Boman, the elder son of the family
is a Chupa Rustam. While he is afraid of his loving yet dominating wife like most of us, he manages to humor everybody and do things
he likes right under everybodys nose. Ramya on the other hand plays the Perfect Bhabhi, a perfection obsessed elder Bahu who
bosses over her husband. A south Indian by upbringing and dotes on the twisted quirks of her new Punjabi family. Their son,
a Bhukkad, is one of the biggest fans of Kurkure and never leaves an opportunity to gobble mouthfuls whenever he sees a pack open
around him.
Kunal is the younger son of the family, a Bollywood Banker - an actor at heart but caught in a wrong job of a being banker. He is ever
ready to break into a Bollywood act, whether its a dialogue or a dance sequence. And Parineeti Chopra, his wife, is the Bahu Remix an anchor of the family, she is the modern bahu but still respects traditions. She personifies todays bahus who are the harbinger of
change in Indian families.
The campaign kick-starts with a series of exciting ad films starting Dec 15 and will be supported by a surround 360-degree marketing
plan including radio activation, digital media engagement and a mix of above-the-line communication.
PepsiCo's salty snack brand Kurkure's latest ad campaign has arrived at a rather appropriate time. The Rs 9,400 crore
Indian snack market is growing at a very healthy pace, about 25 per cent a year and as a recent survey by VML Qais
indicates Indians, the 18 to 30 year old lot, are particularly fond of a crispy snack in air-tight plastic packaging. And in
comparison to consumers in Thailand, Indonesia, Malaysia, Hong Kong, Vietnam, Korea, Philippines and Singapore,
Indians are most likely to try a product based on its advertising. However, the injection of several new aggressive players
has slightly soured the taste of victory for Kurkure, that has built a presence in the market since 1999.
However, with the introduction of the new Kurkure family, the brand is trying to establish its Indian roots again. Last year
PepsiCo brought on board five new brand ambassadors. A list that includes actors Parineeti Chopra, Boman Irani, Farida
Jalal and Kunal Kapoor, among others. This new family (taking over from actress Juhi Chawla's fictional clan) will
introduce Indian consumers to new variants of Kurkure. According to Vidur Vyas, marketing director - foods, PepsiCo
India, it was time to refresh the snack brand's identity. "The snack category has grown exponentially over the past few
years. Different consumers have varied snacking needs and we will introduce more products, flavours and packs,
covering everything from bite experience to packaging and eventually create occasions of consumption.
With this campaign we are on our way to create a Kurkure umbrella brand," he says. The campaign began with one
simple brief 'Tedha Hai Par Mera Hai' a tagline that has been around for a while now, since 2008 to be precise. "We were
particular about just one thing - it had to be a family," says Vyas. The Kurkure bunch may not be a mirror image of the
average soap family; it is however a caricature of the modern Indian family and its changing dynamics, a modern twist on
tradition.
There's the sassy young bahu (daughter-in-law) riding a bike in traditional gear, her husband the suit with a heart full
of Bollywood dreams, his older brother who is a father playing video games away from the steely glare of his loving wife
and their child who can hardly tear himself away from his snack pack. And, finally, there's the grandmother, the kind who
would insist her grandchild call her aunty rather than dadi in public.
In addition to these characters Vyas tells us more characters will be introduced as the story unfolds. For instance, an NRI
from Italy to introduce a new flavour of the snack called Punjabi Pizza. And that's not all; there are more, for instance
Andhra Bangkok Curry and Rajasthani Manchurian.
Alright so perhaps they are not as "modern" as the Pritchetts and Dunphys from the American sitcom 'Modern Family.' But
they are the desi version of the quirky clan everyone wants to hang out with and can relate to. Consumers have the option
to go online and learn a bit more about individual members. Eventually, as the campaign progresses they will have the
chance to form more meaningful interactions with the characters and become its extended family of sorts, says Vyas.
It is most certainly a family-pack size, five pronged approach. However, says Bobby Pawar, chief creative officer, JWT
India, for now it is important to establish these characters and familiarise Indian consumers with them via mass media
before jumping prematurely into social media to deepen engagement. "There is no parallel for this in advertising," says
Pawar, "we are looking at it more from the point of view of a sitcom. And when new situations and characters are
introduced the interactions between them will reveal more about each member of this family."
experience (A daily prize of Family trip to Disneyland Hongkokto many other daily prizesand the big prize of a
.we heard, which is all about turning off the TV, iPhone, e-mail
and twitter and rediscovering the simple pleasure of catching up with someone in person and in the same room
Kurkure continued to purse Spend Time with Family aggressively, post-a massive response to its first thematic
burst in 2010.launched Kurkure 20% Extra Large Bag as an extension (in 2011) to its Family Time centric
campaign
lets trace back Kurkures journey..Kurkure was born in India, grew up with India DNA, flaunted Indian attitude, and
has been entertaining everyone with an endearing Indian spirit.this Blockbusterish brand, now, rapidly is spreading
its vibrant influence to as far as West Asia. Just to quote Mr Gautam Mukkavalli, CEO-India Foods & President-India
region for PepsiCo. (2010), There has been interest in the Pepsi eco-system for local variants of Kurkure from South
Africa to the United Kingdom
room, together,
Bole To Kurkure!
The Kurkure Family was a powerful platform to plug-in the brand firmly into Family Teatime Moments as well as the
brands Innovation roadmap. To grow share at tea-time, Kurkure launched two sub-brands targeting functional need
state gapsKurkure Solid Masti, as new age substantial indulgent snack option for that evening peckishness &
Kurkure Masti Squares, as an aid to the homemaker who desires to create versatile snacks for her family during
Teatime. Both sub-brands, however, did not find much traction with the consumers Kurkure kept raising its
standards in terms of Variants/Flavors/Formats/Occasion and communication to deter me-toos posing a serious
threatkept experimenting for the lure of a surprise within the comforts of the familiar, with disruptive consumer
families
were
invited
to share
interesting,
ingenious
Chaitime recipes using Kurkure. The winning recipe made out of Kurkure was the Familys passport to Fame. The
winning families (Nuclear families, Joint families, Group of Friends as Family, Families from all regions of
India) grabbed the opportunity of being famous and had their photograph featured on one million Kurkure
packs.
Kurkure Chaitime Achievers (Family Face on the Pack communication) was not just engagement, but consumer
generated participation, another first from ever surprising Kurkure. This was the first ever Consumer generated
participation in the history of Advertising in India 100,000 responses in in just 6 weeks, and Sales growth of
19% over previous year
2007 to 2008 : In its journey to drive habit and further share of Tea-time, Kurkure started facing a host of challenges,
primarily due to aggressive competitive environment Innovative, nimble-footed, whacky challenger Bingo sprung up
on the horizon, who threatened the innovator status of Kurkure, through seducing Youth with its new age bridge
snacking product Mad Angles and disruptive & edgy communication. Kurkure launched X-treme limited edition of
flavours to dial up the brands innovator status & connect with the Youth, which in turn reinforced its credentials of
always doing the Unexpected.
While being at this, the brand also repositioned itself as the Rangeela Indian snack that celebrates Everyday
Imperfectionswhich, essentially, was a beautiful blend of its intrinsic product truth (A Colorful,Imperfectly shaped
Unconventional collette) with the foresight rooted in Confident Indians who are no longer striving to be perfect in
everything, but are comfortable about their imperfections and quirks, almost like making a statement I am like this
only. I do not want to be Perfect, I just want to be me .The brands repositioning stance Tedha Hai Mera Hai
brought in that much required edginess to the iconic brand Kurkure.
With Tedha Hai Par Mera Hai, Kurkure reclaimed its rightful place in Consumers minds as the most vibrant and
exciting snack in the marketwhile Tedha Hai Par Mera Hai began to seep into common parlance, regular day to day
conversations, and mainstream (media)people were heard (on TV) fondly calling their home cities Tedha hai par,
we still love our city despite its imperfectionsterming their friends woh Tedha hai par
2009 : Kurkure dialled up its Youth quotient and innovator credentials by launching a sub-brand Kurkure Desi Beats ,
targeted specifically at the Youth. And dialled up Regional relevance by associating with regional festivals (Special Pujo
in the East), which later got extended to Ganesh Chathurthi Festival special in the West.and c0ntinued to firm
up Connect with Indian families through making its Tedha Hai Par Mera Hai philosophy more relevantagain, grabbed
a fresh wind of change thats gripping Indian families (More and more families/individuals are open to the idea of
marrying outside their caste, state, region, community or religion : could be a niche phenomenon, but has the
potential to be a big wave. This was creatively captured as Mixed Families) and also struck empathy with
regions better with locally relevant flavours (East,West and South)
Kurkure has always been known for its ability to surprise and delight consumers with innovative and great tasting
offerings.be it Flavour Innovation {different flavours that are made with authentic ingredients used in the Indian
kitchen, like Kurkure Masala Munch, Kurkure Naughty Tomatoes, Kurkure Green Chutney Rajasthani Style, Kurkure
Chilli Chataka, Kurkure Hyderabadi Hungama}, or Product Innovation (a more substantial snacking prototype like
Solid Masti, Desi Beats made of Wheat,
Corn in the recent times)in 2010, Kurkure embarked upon Ingredient-centric strategy to advantage the brand visa-vis competition. Launched Funjabi Kadai Masala, a new variant of Kurkure made of Rajma (not only has the taste of
Rajma, but actually contains Rajma), inspired by the food culture and the
dildaar fun spirit of
Punjab
.. Rajma, a familiar & regularly used bean in North Indian food
culture/cuisine, and enjoys an instant connect with Rajma Chawal, a highly popular & unassumingly simple dish with a
great sense of bonding/comfort and strong emotional attachment say, Punjabi Sunday Special, maa ke haath ka
bana hua Rajma Chawalin Kurkure Rajma communication, the brand kept kept the product/ingredient at its core (to
elevate the brands Ingredients-centric innovation) and built behavioral/cultural nuances around it like the exuberant,
zesty Punjabi Culture
{Advertising agency : JWT Delhi}
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