PepsiCo India’s Frito Lay division has recently launched Kurkure Xtreme, in two intense flavours – the fiery ‘Risky Chilli’ and the tangy ‘Electric Nimbu’. A TVC designed by JWT Delhi targets the youth, and attempts to convey that the new snacks are for those who are always game for a challenge and ready to indulge in extreme and exciting experiences for their sheer thrill. The TVC has directed by Abhijit Chowdhari of Black Magic Motion Pictures.
According to Deepika Warrier, Marketing Director, PepsiCo India Holdings Pvt. Ltd, “The new Kurkure Xtreme flavours have been specially designed against the insight that consumers love full-on flavours, which push their limits and give them a sensory overload. With Xtreme, Kurkure offers a bold, new adventurous experience to its loyal consumers.”
Explaining the TVC, Sonia Bhatnagar, AVP and Senior Creative Director, JWT Delhi, said, “The brief we got from the client was to introduce the two new Kurkure Xtreme flavours. These flavours should jolt the people and the excitement thereof was to be communicated in the TVC.”
The TVC begins with the Kurkure family – Nikki (Juhi Chawla), Sid and Sach – atop Jodhpur Fort. Nikki is engrossed in her pack of Kurkure Xtreme Electric Nimbu, and suddenly finds that she has the last piece of Kurkure in her hand. As she puts the last Kurkure into her mouth, electric charges shoot around her and she jumps from the edge of the fort. She then finds herself on the tummy of a man sleeping.
She spots an auto coming before her and eyes another pack of Kurkure temptingly on it. As she charges towards it, the auto runs into another street. A wedding procession blocks her from the auto. After a couple of adventures, she manages to get hold of the pack of Kurkure Xtreme Risky Chilli. Sid then asks her if she has had enough of her adventures, to which Nikki, who is enjoying her spicy snack, replies, “Zyaada! Woh kya hota hai?” the voiceover is then heard, “Seriously thoda zyaada”, which is also the punch line of the new products.
“The TVC premiered on air last week in all news, entertainment and sports channels, and it will also be aired across cinema halls next week onwards. The other elements of the media mix include radio and outdoor campaigns, as well as leaflets, banners, etc. in a week’s time,” added Bhatnagar.