Kurkure has launched a special campaign to express gratitude towards Indian families for their continued support towards each other during difficult times and for always being supportive, entertaining, and adding ‘masaledaar fun’ to each other’s lives.
The new campaign based on three relevant insights: the cultural insight of how India has been known for its joint family-centric setup; the social insight which recognises the deepened bond, increase in family time and connect between family members during these challenging times; and the consumer insight which identifies people’s need to express themselves in fun and quirky ways.
The film captures the nuances of the relationship that all family members share with each other and celebrates how they have kept one another upbeat and entertained even during these times. Accompanied by a peppy track, the film is shot in a unique stop-motion format.
Dilen Gandhi, senior director and category head – foods, PepsiCo India, said, “Through Kurkure’s new campaign, we aim to offer our fans and consumers across India with a fun way to say ‘thank you’ to their loved ones. This quirky tribute matches perfectly with the ‘atpata’ and ‘chatpata’ characteristics of Indian families – making this ode truly distinct in today’s scenario.”
Akshay Kumar, Kurkure brand ambassador, said, “In these trying times, we came closer to our families and became each other’s source of strength, happiness and humour. Kurkure, which has a long journey of celebrating fun-filled family moments, captures this heartfelt bond and the idea of being each other’s support through a special masaledaar tribute to the Indian families.”
Ritu Nakra, WPP lead – PepsiCo Foods, India, said, “Kurkure has always had Indian families as the “Hero” of our brand communication. This ode to Indian families was our way of recognising and celebrating our families that have been there for us through tough times. Done in a very quintessential Kurkure manner, with loads of quirk and humour.”
The launch of the film is first in the line of many digital activations that the brand has planned across multiple platforms.
Source: BrandEquity
