Having tasted great success with its ‘Kahani Mein Kurkure’ campaign, Pepsico is all set to woo snack eaters with its new commercial for Kurkure, now woven around tea-time.
Sonia Bhatnagar, Senior Creative Director, JWT explained the concept, “Kahani Mein Kurkure saw Juhi entering popular soaps and stories urging to try Kurkure. With a more specific idea this time, the campaign is still very mass but sees Juhi playing ‘Nikki’ – the housewife of a fun family. Juhi uses Kurkure to connect the family.”
The campaign claims to be ‘first of its kind’ – the first advertisement serial. Every advertisement in the campaign is an episode.
Pradeep Sarkar, director of the campaign for recent Bollywood hit Parineeta, said, “The family in the campaign is such that everyone is lost in his own world. Kurkure helps everyone to get together. The message is ‘Chaay ke saath Kurkure’. Juhi, who plays Nikki – the housewife, plays an important role in getting everyone together.”
Other members of the Kurkure family and the campaign include the husband, a teenager and a pair of twins. However, Bhatnagar said, “All kinds of people will walk in as part of the family. The current list of members will see additions.”
R Rajesh, V-P, Marketing, Indian Snacks, Frito Lay Division of Pepsico India Holdings, explained the objective of the campaign, “We wanted to very much be a part of the regular household. So, through this advertisement soap, which is a new concept in itself, we have attempted to bring all family members together at tea-time and the common link between them is Kurkure. Kurkure helps Nikki (Juhi) in bringing the family together.”
“In its bid to strengthen the tea-Kurkure link, there have been tie-ups for cross promotions with Tata Tea as a below the line initiative in the past” divulgeed Rajesh.
The campaign aims to establish a product connect with tea-time.