PepsiCo India’s snack brand Kurkure has launched a new consumer initiative ‘Kurkure Family Express’. The specially assigned train by IRCTC will travel major parts of India with many Indian families discovering their love for Kurkure. The brand has also launched a host of new products, taking the number of offerings in their portfolio to 30.
Vani Gupta, Marketing Director, Indian Snacks, PepsiCo shared the objective behind this train campaign, the promotional plans and how they feel positive about entering the competitive market as a new entrant.
Talking about the objective behind the ‘Kurkure Family Express’ she said that the idea was to bring Indian families together on the train since they have become more distant and more device distracted. Moreover, trains are about relaxed travelling, fun conversations and lot of snacking, thus providing ample scope for bonding.
In order to promote the campaign, PepsiCo plans to roll out commercials which will showcase the actual train journey and the bonding between the families on the ‘Kurkure Family Express’. The idea is to keep it as close to reality as possible.
Elaborating on it, Gupta added, “We are doing reality advertising. We are taking the content from the train as it happens in the train and that will be on air.” When asked how much Kurkure has earmarked for its digital promotion, she said, “It is the highest ever that we have done in the past.”
It must be mentioned that brands like Haldirams and Bikanerwala have the maximum share in the Indian snacks industry. Kurkure is one of the new entrants in this cut throat market. When asked about the scope for a new entrant, Gupta said, “In respect to competition we are the most loved snacking brand in the country. Moreover, we are specifically testing our products and making sure we win over competition by focusing on local tastes and preferences.”
The ‘Kurkure Family Express’ will travel across the country and boasts of being India’s first food train. Food aficionado Rocky Singh and Mayur Sharma will host 40 different families across the four zones over an eight day journey across India. Families will also have a chance to be the face of the Kurkure brand and get featured in television commercials, digital platforms and other marketing initiatives.
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