PepsiCo India’s Kurkure has launched a unique customer engagement initiative. Along with Talenthouse, it has come up with an interactive challenge called the ‘Design &Win’. By participating in this contest, consumers get a chance to design Kurkure festival gift boxes.
Explaining the rationale behind this initiative, Nalin Sood, EVP – Marketing, Kurkure said, “The motive was to engage the audience” He elaborated that they always wanted to do something unconventional involving the audience with Kurkure. Hence, they partnered with Talenthouse for this creative hunt for designing Kurkure’s Diwali 2012 gift box.
The company is promoting this initiative through social media channels. “Our Facebook page has over 5,00,000 fans and the buzz around this creative hunt is immense online,” said Sood. Additionally, there are on-ground outreach activities with design schools such as MICA, FTII, Arena, amongst others.
Arun Mehra, CEO, Talenthouse India shared that the brief they received was to engage and excite audiences to be part of the company’s Diwali festive celebrations. “We had to undertake an activity involving creative enthusiasts from across India, to participate in one of the most important seasons for Kurkure,” he said.
“Judging by the popularity of Kurkure, we’re expecting excellent response from every nook and corner of the country. In the past, we’ve got great responses for our creative invites with almost 100+ entries received during the submission period,” Mehra added.
Through this initiative, graphic artists, illustrators and art directors will get a platform to showcase their talent. Mehra said that their proprietary multiplier engine will enable communities to automatically form around the brand and these communities in turn will become advocates for the brand.
The ‘Design & Win’ winners will be announced in July 2012. The winning entry will receive a cash prize of Rs 1,00,000. The most voted entry will receive a cash prize of Rs 25,000.