PepsiCo India Holdings (FritoLay Division) has roped in Tamil actress Simran as the new brand ambassador for Kurkure for the South Indian market. Simran, who is Kurkure’s first brand ambassador for the South Indian market, joins the brand’s long-standing endorser, Juhi Chawla.
Announcing this association in a press briefing in Chennai on July 4, Deepika Warrier, Marketing Director, Pepsico India Holdings, said that Simran’s universal appeal and her own distinctive personality made her perfect brand ambassador for Kurkure.
The occasion also saw Kurkure unveiling the new positioning for Kurkure. After having transformed family tea-times by adding its much loved ‘masti’ quotient and cementing its place in consumers’ tea trays, Kurkure in its new positioning – ‘Tedha hai par mera hai’ – salutes the average regular ‘imperfect’ Indian in its cheeky and surprising family.
Kurkure also launched a new commercial starring Simran. Created by JWT Chennai, the TVC stars Simran as a village belle who has to choose between two suitors and devises a twisted challenge of making them walk on hot coals to do so. In a bizarre turn of events, the suitor who wins her hand is the one who takes a ‘konala’ (tedha), or uniquely different way of meeting the challenge, quite like the much loved konala (tedha) Kurkure. The new commercial goes on air in the South Indian market from June 5 and will be aired across all major television channels.
“Kurkure’s new positioning is based on the omnipresent truth that young confident Indian consumers are no longer striving to be perfect in everything, but are rather comfortable about their imperfections. Kurkure is an Indian brand with an Indian heart and completely represents the young generation in India today,” Warrier said.