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Kurkure takes the crooked path, says ‘Try Tedha Yaar!’

02-April-2012
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Kurkure takes the crooked path, says ‘Try Tedha Yaar!’

The new message from Kurkure, the ‘unconventional’ namkeen brand from PepsiCo India appeals to everyone to try the crooked path. In itsNot starred latest brand campaign, it encourages ‘unconventionalism’ by asking all to “Try Tedha Yaar!”

Nalin Sood, Executive VP – Indian Snack Category, Pepsi Co India, while sharing the brand proposition said, “We started the journey with brand positioning of ‘Tedha Hai Par Mera Hai’ which celebrates imperfect and unconventional qualities in all of us. We are taking the brand positioning forward with a powerful thought to resonate with a larger consumer base and encourage ‘unconventionalism’ by asking India to ‘Try Tedha Yaar!’

Sood explained that dealing with the conflicts of a traditional outlook in a fast contemporary world, the average Indian household is becoming increasingly adept at change. This sets the premise of Kurkure’s latest campaign that asks consumers to deal with the conflicts of the new bold world by being assertively unconventional.

The brief

Elaborating on the brief given to the agency, Sood said that they were asked to scale the brand proposition of celebrating ‘unconventionalism’ and making it more relatable and meaningful for the consumers.

On how effectively the brief was translated to an ad campaign, he shared that the ad campaign brought out the idea. The ad uses multiple protagonists in the form of stereotypical mothers, who undergo transformation to a ‘Tedhi Mummy’ avatar after having Kurkure. It prompts her to be progressive towards life, family and household. The TVC communicates ‘Seedha toh sadha hota hai, isliye Kurkure kehta hai Try Tedha Yaar’.

Joy Chauhan, Executive Business Director, JWT said that the intent was to signal Kurkure’s ambition to become a master brand and consolidate its competitive advantage. The iconic sign-off ‘Tedha Hai Par Mera Hai’ is well recognised and loved, so the communication definitely had to reconfigure it to vibe well with 2012’s Indian societal truth and the attitude of modern Indian families.

Extending the 'Tedha' concept was challenging. Chauhan explained that Kurkure’s DNA is bold. However, ‘Tedhapan’, so far has been about ‘imperfections’. As a social commentator and quintessential family brand, Kurkure had to acquire a more identifiable mindset, which would reflect at its core and in its messaging. Therefore, ‘Tedhapan’ has been evolved from ‘imperfections’ to ‘being assertively unconventional’.

Celebrating the ‘unconventional’

The campaign’s latest TVC features Juhi Chawla, the brand ambassador of Kurkure. Speaking on the campaign, Juhi Chawla said, “I have had a fun-filled association with Kurkure for many years now and this campaign was no different. I especially enjoyed shooting for this particular campaign as it showcases a mother bound by conventional thinking trying to evolve into a new-age mother who is fun, progressive and adapts better to the fast changing world.”

Along with the communication, the brand has also refreshed its packaging to a new bolder, more energetic look that will appeal to consumers.

The media-mix

This latest campaign will be promoted through a mix of media that includes TV, radio, print and digital. Without divulging the actual ad spends, Sood revealed, “We are robustly investing in the campaign across consumer touch-points to seed in the new philosophy via TV, radio, print and online mediums.”

The brand will actively engage with the consumers in the digital and social media space. The consumer engagement plan with leading radio stations will be tied back to the digital initiatives to create strong 360 degree integration for the campaign.


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