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Kurkure

Launched in 1999, Kurkure soon became the perfect Namkeen Snack of the Nation. Embodying the spirit of our lovable Country, this
tedha shaped snack has found a home in the hearts and minds of all. Our Inimitable taste coupled with superior quality has made us
the choice of mllions and an inevitable part of ther families. Little Wonder that it is one of India's most loved snack food brands.

And we have constantly innovated over the years to keep ourselves continually relevant to ever evolving generations, going from being
an integral part of the tea time ritual to bringing fame and joy to faceless individuals (via the Chai Time Achievers's initiative) to being
the epitome of "Thedhapan".

And going forward, we will contine to do even more to live up to your expectations and reciprocate all the trust and love you have given
us.

Brand History
Launched in 1999, this perfect namkeen snack, developed entirely in India, has come to be identified with fun and lovable human
quirks. It developed an even stronger identity through associations with well-known Indian actors.

About the Brand


Brand Promise
Kurkure is a crunchy new-age namkeen snack brand which symbolizes light-hearted fun.

Embodying the spirit of India, Kurkure has found a home in millions of hearts and minds and enjoys the position of a strong Lovemark
brand in India.

Over the years, Kurkure has journeyed effortlessly from being a snack with a twist to becoming an integral part of Indias teatime menu
and an embodiment of endearing human imperfections or tedhapan.

Brand Advantage
Made with trusted kitchen ingredients: 100% vegetarian
All the raw materials used in Kurkure comply with The Food Safety & Standards Act & Regulations 2006 and rules that govern the
manufacture, distribution and sale of Kurkure.
All Kurkure ingredients are used daily in households for the preparation of various edible items.
Innovations
Kurkure has constantly re-invented itself to sustain its relevance to Indian culture and the Indian ethos. Not only does Kurkure provide
an inimitable taste and superior quality, it has also brought fame and happiness to many through its Chai-time-achievers face on pack
initiative.

Quality Standards
Kurkure is made in automated plants at three locations Channo (Punjab), Kolkata and Pune. These plants are audited and certified by
various external agencies. The certifications include:
1. HACCP (Hazard Analysis and Critical Control Point).
2. Certification by TQCSI (Australia), which confirms that products are manufactured in a food safety environment and the manufacturing
process has adequate controls to track products.
3. American Institute of Baking (USA), one of the best auditing bodies for confirming process and product safety.
4. Our Plants are ISO 14000 certified, which confirms that the manufacturing process ensures environmental safety.
5. Our plants are also certified to ensure that the safety of products, processes, environment and people is maintained at a very high level.
This certification is issued by OHSAS 18001 (Occupational Health and Safety Assessment Series), USA.

Kurkure's TVC makes a case for new Desi Beats


flavours
By Arati Rao on Nov 22, 2010
filed under Advertising, India

JWT has created a TVC for the launch of PepsiCo's snack brand Kurkure's two new Desi Beats flavours. The commercial
is pegged on its recently launched flavour 'Saucy Mirchi'.

In the commercial, created by JWT Delhi, a young photographer in a boat in the middle of a lake spots a pretty girl in
another boat, who's eating the saucy mirchi flavour of Desi Beats. He rows over to her and they both flirtatiously say "Hi"
to each other. The young man asks if he can join her, and the woman accepts, and proceeds to playfully splash a little
water on him from the lake. The voiceover says, "First, saucy." The young man reciprocates, but ends up throwing a huge
amount of water at the woman, which thoroughly drenches her. In anger, the woman hits the photographer with an oar.
The voiceover says, "Then, mirchi", and proceeds to introduce the 'Saucy Mirchi' flavour of the snack.

According to Joy Chauhan, vice president - account management at JWT Delhi, the 'saucy mirchi' flavour won over the
other 'butter chatpata' in trial and testing, and hence was selected for the communication. "If you try the flavour, first, it has
a saucy taste and after you're finished, you get hit with the spice. So, the idea for the TVC is about women being saucy
and spicy, as per their moods," he said.

Frito Lay launches Kurkure Spend Time with the


Family Program
By Arati Rao on Aug 23, 2010
filed under Creativity, India

A new advertising campaign for Frito Lay's Kurkure encourages people to spend time with their families. In the TVC,
brand ambassador Juhi Chawla plays a spiritual guru who points out the follies of a groom's ways when he arrives minus
any entourage for his wedding, because he didn't spend any time with his family. She asks him to share Kurkure with
them, at which point instantly his family begins to appear one by one at the wedding. The baseline remains, "Tedha hai
par mera hai [It's my kind of twisted]." The campaign has been created by JWT.

A promo in the four-month long campaign will invite consumers to send their fun ideas on spending time with their family.
Indian culture is deeply rooted in family values. The Kurkure Spend Time with Family consumer campaign is an initiative
to sensitize people on the importance of family togetherness and reward them for their ideas, said Vidur Vyas, head of
marketing, Pepsi Foods, at the unveiling occasion of the campaign.
We are living in times when people are spending very little time with their families. Doing that and being rewarded for it is
typical Kurkure full of fun, masti and all about families, added Juhi Chawla.

The consumer ideas will be judged by a panel of celebrity judges including Chawla, Ragani Khanna, lead actor of Sasural
Genda Phool, and Jaspal Bhatti. The launch will be supported by a 360-degree communication plan on TV, radio, print,
and outdoor.

MiD DAY Delhi shrinks to push Kurkure's Rs 3 pack


By Gunjan Prasad on Dec 30, 2009
filed under Media, India

FritoLay, the snack arm of PepsiCo India, ran a media innovation on December 29 in alliance with MiD DAY Delhi to
communicate the smaller packaging of its home-grown snack brand, Kurkure.

The daily shrunk in size for a day to promote Kurkures recently-launched Chottu Pack. This is the first time that a
popular snack brand is available for Rs 3 and we wanted to communicate this to our consumers, explained Sonia
Bhatnagar, VP and senior creative director, JWT. Both Kurkure and MiD DAY are full of masala and we saw a perfect
brand fit. Also, as MiD DAY is priced as Rs 3, too, it further reiterated Kurkures new pricing.

Built on the creative concept that 'though smaller in size it is still full of masala', the campaigns saw MiD DAY not only
reducing its size but also integrating the lead story with the headline Small Wonders - and carrying a strip below the
masthead that read, 'We've shrunk, but our masala is still big. Flip to Page 31 to discover why'.

The daily also launched a special distribution drive for Kurkures product sampling.

Internet Question: Is crowdsourcing a possible


marketing tool?
By Arcopol Chaudhuri on Nov 24, 2009
filed under Advertising, India

Some trivia for starters: In the UK, Unilever is offering 10,000 pounds in a competition to find ideas for its next TV
campaign for snack food brand Peperami.

What does that mean for its creative agency Lowe? Trouble. In that market, Unilever has already dropped hints that it
doesn't need Lowe. According to reports, consumers have been more than keen to participate in this campaign.

Closer home, Frito-Lay is creating its next potato chips flavour with the help of consumers. The winner will receive
a cash prize of Rs 50 lakhs and 1% of the sales turnover from the new flavour, which will launched by the end of May
2010.

There's Dell which is also looking at consumers to get ideas for its products and services.
So the signs are there. Increasingly, marketers are looking at consumers for ideas for their brands. The purpose is to try
out the wisdom of the crowds, rather than simply rely on their agencies.

Frito-Lay pushes Kurkure as antidote to sweets this


Diwali
By Gunjan Prasad on Oct 8, 2009
filed under Advertising, India

Frito-Lay India, PepsiCos snack food arm in the country, has launched an integrated campaign to push Kurkures
specially designed festive range of packs.

Said Deepika Warrier, marketing director, PepsiCo India (Frito-Lay division), The festive season is all about gifting and
sharing our joys. In keeping with this spirit of celebrations, we have introduced attractive gift packs of Kurkure, albeit with
a Kurkure twist, which will offer great value to consumers. The entire initiative shall present a unique Kurkure perspective
to the entire festive occasion, and is our endeavour to create fun-filled, spicy chatpati Diwali for Indian families.

Titled Muh Kurkure Karo, the campaign comprises two new TV commercials featuring the brand ambassador, Juhi
Chawla. The TVCs are centred on the thought that excessive sweet consumption during the festive season could turn an
average person excessively sweet, and how Kurkure is the true antidote to this symptom.

The first TVC centred on the celebration of Diwali, shows a stereotypical irritated neighbour behaving very sweetly with
teenagers who have just shot a fire-cracker in his house. In yet another first, Chawla plays a central male character for
the first time and brings to life this excessively sweet mannerism, the only anti-dote for which is Kurkure.

The second commercial shows Chawla as an average housewife, to a man who has just lost a lot of money in a game of
cards. However, unlike a stereotypical wife, she does not seem perturbed one bit by this loss and is excessively sweet to
her husband, yet another sign of an excessively sweet behaviour, the only anti-dote for which is Kurkure.
Sonia Bhatnagar, senior vice president, JWT, said, We have created a complete 360-degree campaign to involve and
engage the target audience by promoting the concept of Muh Kurkure Karo. This integrated communication strategy will
be rolled out to augment customers experience of celebration this Diwali. It will be multi-media campaign involving
television, print, radio, online, and outdoor activation.

Kareena Kapoor hawks Kurkures new brand


extension
By Gunjan Prasad on Jun 3, 2009
filed under Advertising, India
Frito-Lay, Pepsis snack division, has rolled out a brand variant for its savoury brand, Kurkure Desi Beats: Crunchy Wheat.
The latest launch is supported by an integrated communication plan featuring its brand ambassador, Kareena Kapoor.
The JWT-created TVC, shot in the fields of Punjab, juxtaposes an urban Kapoor with her desi avatar, unveiled in last
years Cinderella campaign.

The spot begins with Kapoor in her Pooh-inspired chic persona stranded in the middle of wheat fields, desperately
looking for help. While passing through the fields, she finds a pack of Kurkure Desi Beats Crunchy Wheat on a scarecrow.
On tasting it, she completely forgets all about her frustrating situation and discovers her desi side.
The new TVC, while promoting the brand extension, reiterates the No fun without desipann positioning. The film has
been directed by Imtiaz Khan.
Said Deepika Warrier, marketing director, FritoLay India, We are extremely proud to present the new variant of Kurkure
Desi Beats Crunchy Wheat, a first of its kind in the snacking category with the goodness of whole wheat coupled with an
irresistible lime flavour. Speaking about firsts, we are delighted to have the immaculate Imtiaz direct the TVC for us. The
Kareena-Imtiaz duo is certainly the best.

Pepsi pushes 'tedha' positioning for Kurkure


By Gunjan Prasad on Jun 5, 2008
filed under Advertising, India

In tune with its portfolio promotion, 'Chala Change Ka Chakkar', launched in the beginning of 2008, Pepsico India has
rolled out a fresh 360-degree campaign for its snack brand, Kurkure, repositioning the "masti" co-efficient to a " tedha"
one.

Titled 'Tedha hai par mera hai', the new positioning statement salutes the average regular 'imperfect' Indian. The new
platform is based on the understanding that young confident Indian consumers are no longer striving to be perfect in
everything, but are comfortable about their imperfections and quirks.

Taking the creative concept forward, the new TVC is set in a traditional haveli and features Juhi as a zany Punjabi
housewife who tries to get her tedha relative, Montu married. After the proposal gets turned down, a twist of events
ensures that Montu's 'tedha' demeanor eventually wins.

A new commercial carrying forward this new brand positioning was also launched today in the South, starring the actress
Simran. This is the first commercial by a major Salty Snack brand made exclusively for the South Indian market and builds
on Kurkure's new positioning of 'Konala Irundhalum, Ennudiya Thakum (Tedha hai par mera hai) '.

"The new communication platform 'Tedha hai par mera hai' has been developed through a proprietary 'insight mining'
process," said Deepika Warrier, marketing director, Pepsico India. "Consumers across the country have loved the new
creative platform which is based on the reality that young confident Indian consumers are today as comfortable about their
imperfections as they are of their attributes."

changing brand ambassador


January 29, 2013
Dear Friends, here I am with my first post on an advertising review; hope you all like it. After much
encouragement from my beloved teachers I have finally found something interesting to write on.
Tedha Brand, Kurkure

As we all know, Kurkure ads have always entertained us with there tedha ideas and cool
brand ambassador, Juhi Chawla with her amazing comic timing and acting. These witty and interesting
advertisements have been my all time favorite.
If we look at the ads of kurkure, the focus has always been on families get together, parties and so on. I
believe in India, the audience perception towards a namkeen brand can be hugely associated with getting
together having a spicy light snack with tea or as an appetizer for parties.
Kurkure understood this association with traditional audience and manages this family idea pretty well.
This is also one of the critical factors behind the great success of the product. Advertisements play a
crucial role in marketing communication. A message delivered through the right means of communication
and understood clearly is half the job done.
Kurkure knew how to lure the young and stick to the existing consumers thats the reason why kids love
kurkure in place of chips and adults like it as a cool replacement to the old tea time snack.

Latest Kurkure ads


Talking about the ongoing advertisements of kurkure. The company has replaced the famous brand icon,
Juhi Chawla, with the youth sensation Pareneeti Chopra. I am not surprised to learn why they would do
that, replacing an already hit brand ambassador with an upcoming actress. I opine the famous brand is
being hit a little hard with other competitors and need to maintain its position as the market leader. Well I
think thats fair as far is business is concerned but I miss juhi in kurkure ads; she was fantastic,
outstanding and incredible. She has a good sense of humor which compliments the unusual concept of
the ads, hats off to her acting skills! The whole sight of kurkure will be incomplete without her as she
became synonymous with the brand kurkure.
I also applaud pareneeti for her comic sense and she is a good replacement for juhi. she has replaced her
beautifully and i have some high expectations from her though juhi is a distinguished actor and has no
match at all.
Business Environment
Perhaps, the company wants to revamp the idea of a tedha family by giving it a new perspective targeting
the youth of the country. The new ads are impressive and hit the right notes while playing the tedha family
rightly. Kurkure does it again! A great job on part of the advertising agency and the marketing company,
JWT.
Kurkure has surely no reasons to be insecure as it has a good position in the market and with other
competitors entering the business scenario, I am sure consumers will only pick, Kurkure- kyunki tedha
hai per mera hai.

Kurkure launches the all new Tedha Hai Par Mera Hai Family
Launches the first in the series of campaigns of its new mega brand creative strategy
Signs five new brand ambassadors to form a unique quirky Indian family
Parineeti Chopra | Kunal Kapoor

Boman Irani | Ramya Krishnan | Farida Jalal | Shivansh

New Delhi, December 7, 2012: Kurkure, known to be at the forefront of product and marketing innovation scales up its brand
philosophy of Tedha Hai Par Mera Hai with its biggest campaign launch till date. The all new Kurkure family starringParineeti
Chopra, Kunal Kapoor, Farida Jalal, Boman Irani, Ramyakrishnan, andShivansh brings forward unconventional yet relatable
modern Indian family to take forward Kurkures journey in the Indian snack market.
At a launch event held in Delhi to introduce the campaign and the new Kurkure family, Vidur Vyas, Marketing Director - Foods,
PepsiCo India said, Kurkure as a brand has always been at the forefront of Innovation be it in our product or communication. We
have used progressive family insights that relate to every Indian to build our brand. Our latest initiative stems from our overall objective
of creating a Kurkure mega brand with portfolio expansion and innovation. In addition to helping us target new platforms & consumer
groups, this family will also act as a creative unifier as we strengthen our position as the largest salty snack brand in the country.
Nalin Sood, Executive Vice President - Foods, PepsiCo India said on this occasion, This campaign signals Kurkures evolution as
the countrys most loved brand which has offerings and products for all members of the family. With this campaign, we have built on our
brand heritage and taken it further in a modern & contemporary manner. For the first time ever, Kurkure has introduced a campaign
with five power packed stars that will represent their love for the current brand portfolio and its future innovations. Based on the
consumer needs, product proposition and personalities of the characters, we will use some or all of the stars to endorse products from
the large range of offerings from Kurkure.
Kurkure currently has a wide repertoire of offerings to the consumer in different snack formats it has five flavor offerings in Core Collet
range and two flavors under Kurkure Solid Masti Twisteez range. In addition, the brand has recently added two variants in Kurkure
Monster Paws and Kurkure PuffCorn with two flavors each under the puffed snack range.

Speaking about the creative thought behind the ad film, Bobby Pawar, Chief Creative Officer, JWT India said, Kurkure truly stands
for its brand philosophy that we accept our families for who they are despite their imperfections Tedha Hai Par Mera Hai. The
personalities of each character depict the new age family which is modern yet traditional in its values. Each character that we have
created has some imperfections and quirkiness yet they are endearing to everybody. They all come together to form a quirky modern
family that we all will relate to and love.
The personalities of the characters are inspired by real life Indian families that each of us can relate to. Farida Jalal is a Social
Butterfly Dadi she is young at heart and does everything unexpected from a typical grandmother. Boman, the elder son of the family
is a Chupa Rustam. While he is afraid of his loving yet dominating wife like most of us, he manages to humor everybody and do things
he likes right under everybodys nose. Ramya on the other hand plays the Perfect Bhabhi, a perfection obsessed elder Bahu who
bosses over her husband. A south Indian by upbringing and dotes on the twisted quirks of her new Punjabi family. Their son,
a Bhukkad, is one of the biggest fans of Kurkure and never leaves an opportunity to gobble mouthfuls whenever he sees a pack open
around him.
Kunal is the younger son of the family, a Bollywood Banker - an actor at heart but caught in a wrong job of a being banker. He is ever
ready to break into a Bollywood act, whether its a dialogue or a dance sequence. And Parineeti Chopra, his wife, is the Bahu Remix -
an anchor of the family, she is the modern bahu but still respects traditions. She personifies todays bahus who are the harbinger of
change in Indian families.
The campaign kick-starts with a series of exciting ad films starting Dec 15 and will be supported by a surround 360-degree marketing
plan including radio activation, digital media engagement and a mix of above-the-line communication.

PepsiCo's salty snack brand Kurkure is back with a whole new


family
Delshad Irani, ET Bureau Jan 30, 2013, 06.04AM IST


(With the introduction of)

PepsiCo's salty snack brand Kurkure's latest ad campaign has arrived at a rather appropriate time. The Rs 9,400 crore
Indian snack market is growing at a very healthy pace, about 25 per cent a year and as a recent survey by VML Qais
indicates Indians, the 18 to 30 year old lot, are particularly fond of a crispy snack in air-tight plastic packaging. And in
comparison to consumers in Thailand, Indonesia, Malaysia, Hong Kong, Vietnam, Korea, Philippines and Singapore,
Indians are most likely to try a product based on its advertising. However, the injection of several new aggressive players
has slightly soured the taste of victory for Kurkure, that has built a presence in the market since 1999.

However, with the introduction of the new Kurkure family, the brand is trying to establish its Indian roots again. Last year
PepsiCo brought on board five new brand ambassadors. A list that includes actors Parineeti Chopra, Boman Irani, Farida
Jalal and Kunal Kapoor, among others. This new family (taking over from actress Juhi Chawla's fictional clan) will
introduce Indian consumers to new variants of Kurkure. According to Vidur Vyas, marketing director - foods, PepsiCo
India, it was time to refresh the snack brand's identity. "The snack category has grown exponentially over the past few
years. Different consumers have varied snacking needs and we will introduce more products, flavours and packs,
covering everything from bite experience to packaging and eventually create occasions of consumption.
With this campaign we are on our way to create a Kurkure umbrella brand," he says. The campaign began with one
simple brief 'Tedha Hai Par Mera Hai' a tagline that has been around for a while now, since 2008 to be precise. "We were
particular about just one thing - it had to be a family," says Vyas. The Kurkure bunch may not be a mirror image of the
average soap family; it is however a caricature of the modern Indian family and its changing dynamics, a modern twist on
tradition.

There's the sassy young bahu (daughter-in-law) riding a bike in traditional gear, her husband the suit with a heart full
of Bollywood dreams, his older brother who is a father playing video games away from the steely glare of his loving wife
and their child who can hardly tear himself away from his snack pack. And, finally, there's the grandmother, the kind who
would insist her grandchild call her aunty rather than dadi in public.
In addition to these characters Vyas tells us more characters will be introduced as the story unfolds. For instance, an NRI
from Italy to introduce a new flavour of the snack called Punjabi Pizza. And that's not all; there are more, for instance
Andhra Bangkok Curry and Rajasthani Manchurian.

Alright so perhaps they are not as "modern" as the Pritchetts and Dunphys from the American sitcom 'Modern Family.' But
they are the desi version of the quirky clan everyone wants to hang out with and can relate to. Consumers have the option
to go online and learn a bit more about individual members. Eventually, as the campaign progresses they will have the
chance to form more meaningful interactions with the characters and become its extended family of sorts, says Vyas.

It is most certainly a family-pack size, five pronged approach. However, says Bobby Pawar, chief creative officer, JWT
India, for now it is important to establish these characters and familiarise Indian consumers with them via mass media
before jumping prematurely into social media to deepen engagement. "There is no parallel for this in advertising," says
Pawar, "we are looking at it more from the point of view of a sitcom. And when new situations and characters are
introduced the interactions between them will reveal more about each member of this family."
Kurkure from Frito Lay, {pic : Pack for
the brands Spend Time with Family campaign in 2010},one of Indias most loved snack brands, since its launch, has
been engaging Indian Families with its highly addictive Full-bodied Spicy hit from fiery Indian spices/masalas trapped
in the imperfectly shaped Collettes made of humble kitchen ingredients like Rice, Corn, Dals. Kurkure, as a
quintessential Family brand, has long been, demonstrating a thought provoking contemporary point of view on Family
(the fundamental unit of Indian society) and diverse interactions within.

In 2009-10, Kurkure needed to step up its growth, ahead of competition (especially resurgent Namkeens-Traditional
snacks in India) by driving In-Home consumption and building back Advantage and Bonding. Kurkure also had to
give consumers a far more persuasive emotional reason to choose the brand over a multitude of me-toos. As
the never-tiring Family Time champion & Entertainer, the brand, once again, caught hold of the truth about todays
times in India The Striver mindset is not resting ; Indians have little respect for personal time ; Most individuals are
chasing big dreams and spending less and less time with each other. It is increasingly getting harder for most Indians
to detach from work. Most, knowingly, DE-PRIORITIZE THEIR FAMILY TIME. And most are living with this guilt of not
being able to spend time with their family. Kids are not lagging behind either. They too are busy with their studies,
spending time on Computers, Video games, TV or Mobile phones.

Kurkure drew this foresight and championed the movement (in 2010) to bring back the Family Time as the top most
priority. It made a serious attempt to sensitize everyone about the Family Time {something precious, something
people feel guilty about for not being able to do justice to this bit adequately}, which increasingly is being hijacked by
various other responsibilities/technology etc. Kurkure engaged Indian Families with the cause Spend Time with
Family, invited families to come up with Tedha Fun idea to spend time with Family .and created a rewarding
experience (A daily prize of Family trip to Disneyland Hongkokto many other daily prizesand the big prize of a

House worth Rs 1 Crore)

.we heard, which is all about turning off the TV, iPhone, e-mail
and twitter and rediscovering the simple pleasure of catching up with someone in person and in the same room

Kurkure continued to purse Spend Time with Family aggressively, post-a massive response to its first thematic
burst in 2010.launched Kurkure 20% Extra Large Bag as an extension (in 2011) to its Family Time centric
campaign

lets trace back Kurkures journey..Kurkure was born in India, grew up with India DNA, flaunted Indian attitude,
and has been entertaining everyone with an endearing Indian spirit.this Blockbusterish brand, now, rapidly is
spreading its vibrant influence to as far as West Asia. Just to quote Mr Gautam Mukkavalli, CEO-India Foods &
President-India region for PepsiCo. (2010), There has been interest in the Pepsi eco-system for local variants of
Kurkure from South Africa to the United Kingdom
Kurkure, a disruptive innovation, a game changer in Salty Snacks
category, was launched in 1999. Inspired from Namkeens, Kurkure tasted Indian, something like Namkeens but
looked contemporary and distinctarmed with its unique product proposition Familiar taste in an Innovative format,
then, the brand broke the category codes and transformed the landscape of Snacking in India, both sensorially and
visually! Over the years, Kurkure has gone through various stages in its evolution.

1999 to 2001 : Launched as a sub-brand under the umbrella of Lehar (which was positioned at that time as an
irresistible snack), Lehar Kurkure with its strangely addictive intense chatpata taste in an innovative format was an
instant success and witnessed sharp volume growth.

2001 to 2003 : Kurkure stepped out of the shadows of Lehar, to be a brand on its own. During this phase, the brand
started building Share of business and Consumption context for self through hitting at Namkeens and familiar contexts
(Moments of Family togetherness) when Namkeens usually are eaten over a cup of tea.and thiss the time when the
brand,actually, acquired a contemporary POV on the family dynamics in India. With its strangely addictive intense
chatapata taste, the brand assumed the role of a catalyst, which loosened stiff, formal relationship hierarchies in
Indian families and let in masti-filled weather!

The brands initial years were spent on building product/brand relevance within the conventional snacking habits. The
brand never behaved like a rebel, but redefined both conventional snacking formats & conventional way of living that
people had happily settled down with.

2004 : With other players started trickling in, sensing the opportunity, Kurkure had to reassert its uniqueness and
elevate self above the ever growing mass of Me-toos. Did a re-jig of the product (extra spicy) and linked the products
Transformational experience to the twist in any regular and staid situation. Juhi Chawla, a popular Bollywood star,
embodied the brands core values Infectious, Irrepressible Spontaneity, thus brought in that much desired scaleas a
JESTER brand, Kurkure provided its humorous point of view Is Kahani mein Kurkure hona chaahiye, on Indian
Popular culture topical issues, popular TV soaps.the brand spoofed Jassi Jaise Koi Nahin , Saas bhi kabhi bahu
thi, Anarkali in its communication)

2005 to 2007 : After having appropriated the sub-category benefit Masti, Kurkure went on to gather Regularized
Consumption Context and up Portfolio Play. To further regular/habituate consumption, Kurkure strategically
targeted the EVENING TEA TIME as the consumption occasion, then the largest occasion for snacking (macro snacks
Biscuits and Namkeens) and targeted the Homemaker who desired Evening Tea the moment of changing
gears, relaxation to be a joyful collective huddle of the entire family, when the reality was every member
relaxed doing his/her own thing.Kurkure stepped in as the catalyst who brings individual islands in the same living
room, together, which was creatively rendered as Chaitime Masti

Bole To Kurkure!

The Kurkure Family was a powerful platform to plug-in the brand firmly into Family Teatime Moments as well as the
brands Innovation roadmap. To grow share at tea-time, Kurkure launched two sub-brands targeting functional need
state gapsKurkure Solid Masti, as new age substantial indulgent snack option for that evening peckishness &
Kurkure Masti Squares, as an aid to the homemaker who desires to create versatile snacks for her family during
Teatime. Both sub-brands, however, did not find much traction with the consumers Kurkure kept raising its
standards in terms of Variants/Flavors/Formats/Occasion and communication to deter me-toos posing a serious
threatkept experimenting for the lure of a surprise within the comforts of the familiar, with disruptive consumer

engagementsKurkure Mast Family Jackpot , Kurkure Jupp for the


Cup (during the ICC World Cup07) and Kurkure Chai Time Achievers , the first of its kind large scale consumer
engagement programme promotion families were invited to share interesting, ingenious
Chaitime recipes using Kurkure. The winning recipe made out of Kurkure was the Familys passport to Fame. The
winning families (Nuclear families, Joint families, Group of Friends as Family, Families from all regions of
India) grabbed the opportunity of being famous and had their photograph featured on one million Kurkure

packs.

Kurkure Chaitime Achievers (Family Face on the Pack communication) was not just engagement, but consumer
generated participation, another first from ever surprising Kurkure. This was the first ever Consumer generated
participation in the history of Advertising in India 100,000 responses in in just 6 weeks, and Sales growth of
19% over previous year

2007 to 2008 : In its journey to drive habit and further share of Tea-time, Kurkure started facing a host of challenges,
primarily due to aggressive competitive environment Innovative, nimble-footed, whacky challenger Bingo sprung up
on the horizon, who threatened the innovator status of Kurkure, through seducing Youth with its new age bridge
snacking product Mad Angles and disruptive & edgy communication. Kurkure launched X-treme limited edition of
flavours to dial up the brands innovator status & connect with the Youth, which in turn reinforced its credentials of
always doing the Unexpected.

While being at this, the brand also repositioned itself as the Rangeela Indian snack that celebrates Everyday
Imperfectionswhich, essentially, was a beautiful blend of its intrinsic product truth (A Colorful,Imperfectly shaped
Unconventional collette) with the foresight rooted in Confident Indians who are no longer striving to be perfect in
everything, but are comfortable about their imperfections and quirks, almost like making a statement I am like this
only. I do not want to be Perfect, I just want to be me .The brands repositioning stance Tedha Hai Mera Hai
brought in that much required edginess to the iconic brand Kurkure.

With Tedha Hai Par Mera Hai, Kurkure reclaimed its rightful place in Consumers minds as the most vibrant and
exciting snack in the marketwhile Tedha Hai Par Mera Hai began to seep into common parlance, regular day to day
conversations, and mainstream (media)people were heard (on TV) fondly calling their home cities Tedha hai par,
we still love our city despite its imperfectionsterming their friends woh Tedha hai par

2009 : Kurkure dialled up its Youth quotient and innovator credentials by launching a sub-brand Kurkure Desi Beats ,
targeted specifically at the Youth. And dialled up Regional relevance by associating with regional festivals (Special
Pujo in the East), which later got extended to Ganesh Chathurthi Festival special in the West.and c0ntinued to firm
up Connect with Indian families through making its Tedha Hai Par Mera Hai philosophy more relevantagain,
grabbed a fresh wind of change thats gripping Indian families (More and more families/individuals are open to the
idea of marrying outside their caste, state, region, community or religion : could be a niche phenomenon, but has
the potential to be a big wave. This was creatively captured as Mixed Families) and also struck empathy with
regions better with locally relevant flavours (East,West and South)
Kurkure has always been known for its ability to surprise and delight consumers with innovative and great tasting
offerings.be it Flavour Innovation {different flavours that are made with authentic ingredients used in the Indian
kitchen, like Kurkure Masala Munch, Kurkure Naughty Tomatoes, Kurkure Green Chutney Rajasthani Style, Kurkure
Chilli Chataka, Kurkure Hyderabadi Hungama}, or Product Innovation (a more substantial snacking prototype like
Solid Masti, Desi Beats made of Wheat,

Corn in the recent times)in 2010, Kurkure embarked upon Ingredient-centric strategy to advantage the brand vis-
a-vis competition. Launched Funjabi Kadai Masala, a new variant of Kurkure made of Rajma (not only has the taste
of Rajma, but actually contains Rajma), inspired by the food culture and the dildaar fun spirit of
Punjab .. Rajma, a familiar & regularly used bean in North Indian food
culture/cuisine, and enjoys an instant connect with Rajma Chawal, a highly popular & unassumingly simple dish with a
great sense of bonding/comfort and strong emotional attachment say, Punjabi Sunday Special, maa ke haath ka
bana hua Rajma Chawalin Kurkure Rajma communication, the brand kept kept the product/ingredient at its core (to
elevate the brands Ingredients-centric innovation) and built behavioral/cultural nuances around it like the exuberant,
zesty Punjabi Culture

{Advertising agency : JWT Delhi}


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