Mindshare Delhi has been instrumental in taking the opportunity of launching the first branded train in India for its client Fritolay. Kurkure, one of the flagship brands of Fritolay, has become the first brand to make use of this opportunity.
The South Western Railways have thrown open branding options on their trains to corporates and brands. Mindshare managed to bag three of the four tenders floated by them. Airtel and Tata Indicom were some of the other bidders in the fray.
As part of this initiative, three summer special trains will be running across the Bangalore-Nagarcoil, Bangalore-Chennai and Bangalore-Hubli stretches for three months. The first branded train was on track on April 12 from Bangalore to Nagercoil and back.
Under the new arrangement, the name — Kurkure Express — will figure on the reservation charts, on the bottom panel of the train, coach boards and on the bed wraps offered in AC coaches.
Vivek Sinha, Business Director, Mindshare Delhi, said, “We went about taking up this opportunity for position Kurkure as an innovative brand. We saw this as the right opportunity coming our way. Summer special trains have started; it’s vacation time when people go out. We used this opportunity for Kurkure as we felt it was just the right blend.”
Sucheta Govil, Marketing Director, Fritolay, said, “Kurkure has always aimed at creating ‘mast’ family moments. The summer season is when families go on vacations to have fun together, and therefore these summer special trains give us the perfect opportunity to connect with families.”