Kurkure launches ‘Ingredients of India’ game on Facebook

Puretech recently launched a Facebook game application for Fritolay’s snack brand Kurkure to increase engagement with its fans on the social networking site.

e4m by exchange4media Staff
Updated: Jul 2, 2011 9:13 AM
Kurkure launches ‘Ingredients of India’ game on Facebook

Fritolay recently launched a game application for its namkeen snack brand Kurkure on Facebook to promote the new flavours of the snack. The application, called the ‘Ingredients of India’, has been launched by Puretech, which is handling their digital initiatives.

Commenting on the launch of the application, Nalin Sood, EVP Marketing - Foods, PepsiCo India, said, “Kurkure is all about having masti with your dear ones and we wanted live up to that in the online space as well. It all ties in with the brand’s DNA – Kurkure has always been at the forefront of innovation in the snacks category and bringing locally relevant, great tasting and quality products to Indian consumers. The ‘Ingredients of India’ has three exciting variants made with a combination of popular dals and locally relevant flavours from various regions of India. We wanted to explore a fun way of letting people interact with the three new variants and see for themselves the tasty kitchen ingredients that Kurkure is made of.”

The game ‘Ingredients of India’ on Facebook attempts to drive home the point that Kurkure is made with ingredients found in the kitchens of India.

On the purpose of the application, Prashant Deorah, Managing Director, Puretech Internet, said, “Since we have a pretty large user base on Facebook, which is steadily growing, this was an interesting and engaging way to drive home the message. Kurkure is made using the ‘Ingredients of India’.”

On the brand’s social media presence, Sood added, “A large number of people are connected to Kurkure via this platform and have fun with their favorite snack brand. The fact that in about a year we have over 1 lakh fans shows that people are having fun with not just our products, but also the little interactions we have with them the digital space.”

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