Top Story

e4m_logo.png

Home >> Marketing >> Article

We are doing highest ever digital promotion for ‘Kurkure Family Express’- Vani Gupta, PepsiCo

11-May-2016
Font Size   16
Share
We are doing highest ever digital promotion for ‘Kurkure Family Express’- Vani Gupta, PepsiCo

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.

To know more watch the video here-

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.