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adreview on kurkure series
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5/23/2018 Kurkure- June 20th
1/30
Kurkure
5/23/2018 Kurkure- June 20th
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INTRODUCTION
5/23/2018 Kurkure- June 20th
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Brand History
Kurkure is the flagship of Frito-Lays Indian Division,Frito lay is a division of PepsiCo
Founders-The Frito Company, H.W. Lay & Company
Launched in 1999 in India & a perfect namkeen snack
Kurkure is named after Hindi word crunchy.
Identified with fun and lovable human quirks.
PepsiCothe companys other giant global snackbrands includes Lays, Cheetos etc
Sronger identity through associations with celebritieslike Juhi Chawla (2003) and Kareena Kapoor (2008),Parneeti chopra ,well-known Indian actors.
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Brand Promise
Kurkure symbolizes light-hearted fun.
Kurkure has found a home in millions of heartsand minds
In earlier ads - Juhisvibrant and fun-lovingpersonality complements and embodies theessence of Kurkure.
Kurkure has journeyed effortlessly from being asnack with a twist to becoming an integral part ofIndias teatime menu and an embodiment of
endearing human imperfections or tedhapan.
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Brand Advantage
Made with trusted kitchen ingredients: 100%vegetarian
All the raw materials used in Kurkure comply
with the Prevention of Food Adulteration Actand rules that govern the manufacture,distribution and sale of Kurkure.
All Kurkure ingredients are used daily inhouseholds for the preparation of variousedible items.
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Facts And Figures
Brand Name -Kurkure
Prices-Rs 5, 10, 20
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Innovations
Kurkure has constantly re-invented itself to
sustain its relevance to Indian culture and the
Indian ethos.
It provides an inimitable taste
It has also brought fame and happiness to
many through its Chai-time-achievers face on
pack initiative.
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Flavors of kurkure
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Controversies in between
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Dont eat Kurkure. It contains
plastic
Test:
Kurkure packet
Matchstick
1. Take a piece of Kurkure snack and light a candle or a
match
2. Hold the flamed part of the candle or matchstick
against a piece of Kurkure snack and watch it burn
3. You will see that Kurkure creates an 'illusion' of
burning like plastic, though it is not really so.
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The Company Claims
Kurkure does not contain plastic.
Reason why Kurkure burns like plastic is
because of the presence of corn starch and
about 30 percent oil content .
Any starch based fried product with oil
content will react in the same manner.
Plus plastic has a certain odour when burnt
which is not in the case of Kurkure
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REACTION/RECTIFICATION
Kurkure responded with an ad "No Plastic inKurkure
Kurkure is made of edible ingredients that weuse in our household kitchen.
Emphasised that Kurkure is totally safe on
health and can be consumed without havingany side-effects.
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Stress on its Quality
Standards Automated plants at three locationsChanno (Punjab), Kolkata and
Pune. The certifications include:
HACCP(Hazard Analysis and Critical Control Point).
Certification by TQCSI (Australia) Confirms that products are manufactured in a food safety
environment Manufacturing process has adequate controls to track products.
American Institute of Baking (USA), one of the best auditing bodiesfor confirming process and product safety.
ISO 14000 certifiedconfirms that the manufacturing process
ensures environmental safety. Certification issued by OHSAS 18001 (Occupational Health and
Safety Assessment Series), USA ensures the safety of products,processes, environment and people is maintained at a very highlevel.
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Kurkure success story
It is the first snack brand from
PepsiCo Indias stable to cross the Rs 1,000-crore-per-year-in-sales milestone.
Its the segment leader & the market leader inall salty snacks
Depends on whether you look at it as a
Western snack or a bridge snack betweenWestern and traditional Indian nibbles
Enjoys a market share of 40 to 47 per cent.
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Signals
There was a decline in market share or revenuenumbers for the brand-Kurkure have lost up to 3per cent market share to newer rivals from Indiansnack manufacturers.
Another signal When Kurkure entered themarket in 1999, it was a runaway hitwith kids.
Over time, some of the early consumers havegrew up.
Company found that the brand has appeal forvarious age cohorts from a pre-teen or teenagerto even 50-plus consumers
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Challenges.
Agency behind creative's - JWT
One challenge a leader brand faces is its own
success & the danger of the brand stagnation
while the consumer moves on
Company decided to act way before there
were signs of either happening
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Kurkure
advertisement series
Abhishek & Aishwarya are not invited to the
Kurkure Family Choti Party. Who is - -
YouTube[via torchbrowser.com] (1).mp4
Andhra hi, Bangkok bhi - Tedha hai par mera
hai - YouTube[via torchbrowser.com].mp4
Bahu Remix ne Italian ko bana diya Punjabi -
YouTube[via torchbrowser.com] (1).mp4
http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Bahu%20Remix%20ne%20Italian%20ko%20bana%20diya%20Punjabi%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Andhra%20hi,%20Bangkok%20bhi%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Abhishek%20&%20Aishwarya%20are%20not%20invited%20to%20the%20Kurkure%20Family%20Choti%20Party.%20Who%20is%20-%20-%20YouTube[via%20torchbrowser.com]%20(1).mp45/23/2018 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18/30
Ek Rajasthani, Ek Manchurian - Tedha hai parmera hai - YouTube[viatorchbrowser.com].mp4
Exclusive - 'Mazedaar' Kurkure, starringBoman Irani and Kunal Kapoor - YouTube[viatorchbrowser.com] (1).mp4
Kurkure Housefull - aisa super-hit mazaa aurkahin nahin - YouTube[viatorchbrowser.com].mp4
http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Exclusive%20-%20'Mazedaar'%20Kurkure,%20starring%20Boman%20Irani%20and%20Kunal%20Kapoor%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Exclusive%20-%20'Mazedaar'%20Kurkure,%20starring%20Boman%20Irani%20and%20Kunal%20Kapoor%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Exclusive%20-%20'Mazedaar'%20Kurkure,%20starring%20Boman%20Irani%20and%20Kunal%20Kapoor%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Housefull%20-%20aisa%20super-hit%20mazaa%20aur%20kahin%20nahin%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversio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hurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Ek%20Rajasthani,%20Ek%20Manchurian%20-%20Tedha%20hai%20par%20mera%20hai%20-%20YouTube[via%20torchbrowser.com].mp45/23/2018 Kurkure- June 20th
19/30
Kurkure Ingredients of India Commercial -
YouTube[via torchbrowser.com].mp4
Kurkure Puffcorn - Hindi - YouTube[via
torchbrowser.com].mp4
Kurkure Xtreme Commercial - YouTube[via
torchbrowser.com].mp4
Meet the all new Kurkure Family - YouTube[via
torchbrowser.com] (1).mp4
http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Ingredients%20of%20India%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Ingredients%20of%20India%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Meet%20the%20all%20new%20Kurkure%20Family%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Meet%20the%20all%20new%20Kurkure%20Family%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Meet%20the%20all%20new%20Kurkure%20Family%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Meet%20the%20all%20new%20Kurkure%20Family%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Meet%20the%20all%20new%20Kurkure%20Family%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Meet%20the%20all%20new%20Kurkure%20Family%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Meet%20the%20all%20new%20Kurkure%20Family%20-%20YouTube[via%20torchbrowser.com]%20(1).mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Xtreme%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Puffcorn%20-%20Hindi%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Ingredients%20of%20India%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Ingredients%20of%20India%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Ingredients%20of%20India%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp4http://localhost/var/www/apps/conversion/tmp/scratch_2/Kurkure%20Ingredients%20of%20India%20Commercial%20-%20YouTube[via%20torchbrowser.com].mp45/23/2018 Kurkure- June 20th
20/30
REVIEW OF ITS ADVERTISEMENTSERIES
5/23/2018 Kurkure- June 20th
21/30
A family of five brand ambassadors
Boman Irani ,Farida Jalal ,Parineeti Chopra, Kunal
Kapoor, Ramyakrishnan and Shivansh
The new strategyA high-exposure, high-
decibel campaign to push the brands new line
of tedha hai, par mera hai (twisted butmine) line.
5/23/2018 Kurkure- June 20th
22/30
The company even launched an expensive
line of teaser ads across television, radio and
digital to introduce the main characters.
5/23/2018 Kurkure- June 20th
23/30
Major innovations
A constantly active brand -Kurkure made from dal
(lentil)
Regional innovations like South or East flavours
for regional markets
The launch of Kurkure Puffcorn or Kurkure
Monster Paws
The campaign aims at taking the brand intonewer consumption segments, and not remain a
snack predominantly consumed by kids.
5/23/2018 Kurkure- June 20th
24/30
Diversified target
audience
That diversified target audience is reflected in
the fictional family of brand ambassadors
who have been created
Farida Jalal, the social butterfly grandma
elder son (and one with a secret personality)
Boman Irani
Kunal Kapoors the film-struck Bollywood banker Youth sensation Parineeti Chopra as the remixed
version of the traditional Indian daughter-in-law.
5/23/2018 Kurkure- June 20th
25/30
Insights for this move
Insights which drove this process was the finding that formost Indians, food, snackingand family are interlinked.
Indians love coming together as a family for fun
The family reflects the core brand value of tedha hai par
mera hai that while they may have their quirks andtheir differences, they are all together as one family
The essence of the brand is Twist on Tradition and thatswhat resonates and appeals to every Indianwe aretraditional in our values with a good blend of modern
outlook Next move was from an individual who embodied our
Twist on Tradition essence to a family that represents it.They identified family is itself the most traditional
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Plan behind five for one
approach
To upscaleKurkure into an umbrella
megabrand which will then support a range of
offeringsaimed at different markets, age
groupsand consumer segments.
Finally not just in India, but in other global
markets.
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Pepsi has been dropping hints about Kurkure since asfar back as 2006
It made relatively slow progress for a company whichoperates in over 200 markets.
Kurkure is now sold in many Asian markets, made by aPepsiCo subsidiary in Pakistan and has been sold in theUS market mostly through Indian storesfor someyears now.
Now, it appears that PepsiCo might be prepared to takethe first India-developed brand in its portfolio truly
global.
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Product portfolio expansion
This is all part of a well thought out plan.
With multiple brand ambassadors at the same
time, particularly by using movie stars, who
bring their own star quality and brand
attributes to whatever product they are
endorsing.
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Decision to use actors instead of models wasdriven by brand portfolio strategy and alsothe stars add to the communications merely
by being what they arehighly recognisablecelebrities.
For a branded content , best way to creategreat content is to use actors that peopleknow and present them in ways they havenever seen before.
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To conclude
Overall objective is to create a Kurkure
megabrand.
It helped to target new platforms & consumer groups
This family acts as a creative unifier strengtheningtheir position
The move to use adult actors and not just kids (who
dominated earlier Kurkure communications) is just to
upshift the target audience a few age bandsor that
the move may backfire by alienating the largest single
consumer segment of kids.