Kurkure, the popular flagship snack brand from PepsiCo India, is all set to gratify the winners of the ‘Kurkure Chai Time Achievers’ campaign. Kurkure’s new TVC celebrates the success of this ingenious marketing initiative. The TVC will see the winning Sridhar family from Delhi appearing in the new Kurkure commercial, alongside the on-screen Kurkure family featuring brand ambassador, actress Juhi Chawla. The advertising agency behind the TVC is JWT Delhi.
Explained Deepika Warrier, Marketing Director, PepsiCo India, said, “Our consumers tell us that they love experimenting with Kurkure and through this initiative, we are actively encouraging them to demonstrate their creativity and versatility. The ‘Kurkure Chai Time Achievers’ initiative is unique as it has made our loyal consumers famous.”
The TVC is set at a middle class family’s home during teatime. The Sridhar family from Gurgoan, who are the real winners of Kurkure recipe contest, are shown hosting a tea Kurkure party for Juhi and her on-screen family. The Sridhar family is seen excitedly serving the Kurkure dish that they had sent in for the contest. The Kurkure family loves the dish but pretends that the Sridhars have no chance of winning the contest by sending such a simple recipe. As the host family’s excitement begins to turn into disappointment, Chawla dramatically reveals the pack of Kurkure with the Sridhar family’s picture, surprising each one of them and in the process announcing that they have won. The Sridhars are ecstatic to see the pack and they go in to hysterical celebration. Chawla then exclaims, ‘Kya family hai!’
Warrier added that the new TVC was a logical next step in the journey of the initiative. She said that the TVC would break in all entertainment and news channels next week. “We are also running contest on the Kurkure website. We will also be doing modern trade and residential sampling, as will distribute free Kurkure recipe booklets. We are using the Kurkure cart, which is an integral part of the 360-degree activation behind this campaign. The Kurkure cart concept is currently being piloted in key offices, markets areas and malls in Delhi and NCR,” Warrier elaborated.
Joy Chauhan, Associate Vice President, JWT Delhi, said, “This is the second phase of the Kurkure recipe contest wherein the consumer is required to send in a recipe made with Kurkure, and the winners, who could be a family, or a group of friends or colleagues, get an opportunity to have the picture printed on lakhs of packs of Kurkure across India.”
Chauhan explained that since the winners were already chosen, the brief that followed was to showcase the real winner in the TVC, in order to counter disbelief of such a huge gratification of having the family picture on the Kurkure packs.