KURKURE EXPANDS ITS PORTFOLIO AND LAUNCHES A YOUTHFUL NEW SUB-BRAND, KURKURE PLAYZ - KURKURE LAUNCHES NEW SUB-BRAND, KURKURE PLAYZ, WITH QUIRKY ‘HALKE MEIN LO’ CAMPAIGN

·         Kurkure Playz to strengthen presence in the growing puffed and pellet segment  

·         Comes in two product offerings, Kurkure Playz Puffcorn and Kurkure Playz Pasta, in cheese and herby flavours respectively

·         Kurkure Playz forays into the growing affinity for light textured snacks

New Delhi, January 3^rd, 2023: Bringing in a playful twist to the new year, Kurkure, one of India’s most loved snack brands, has expanded its brand with the launch of a youthful new sub-brand, Kurkure Playz. It comes with the widely popular and successful Kurkure Playz Puffcorn and all-new Kurkure Playz Pastax, based on the growing affinity of consumers towards light textured snacks.

The modern sub-brand caters to the rise in demand for soft textured snacks, one of the fastest growing variants in the overall salty snacks category. Kurkure Playz is backed by the success of Kurkure Puffcorn, which enjoyed a rapid growth rate momentum over the last few years. Kurkure Playz Puffcorn has a distinct shape with a light texture and comes in cheese flavour whilst the all-new Kurkure Playz Pastax has a creamy, herb and onion flavour in a pasta-shaped bite.

Expressing her thoughts on the launch, Neha Prasad, Associate Director and Brand Lead, Kurkure said, “The launch of Kurkure Playz allows our iconic brand to tap into the rapidly growing soft texture snacks and expand its product format. The winning product propositions with irresistible flavours of Kurkure Playz Puffcorn and Kurkure Playz Pastax will help us create differentiation and build taste superiority in the category. In true Kurkure style, its light texture will encourage the consumer to take a lighter approach to life, no matter what the situation is.”

Kurkure Playz Puffcorn is available at INR 5, INR 10, INR 20, INR 50 and Kurkure Playz Pastax at INR 5, INR 10, and INR 20 at leading retail and e-commerce platforms across the country. For this launch, Kurkure will highlight the distinct, light texture of the product with its upcoming TVC and robust 360-degree digital surround campaign panning across multiple platforms.

About Kurkure:

Kurkure - a product that was developed in India, has established a strong connection with consumers across the country as a great-tasting snack. Kurkure is one of the eight brands in PepsiCo India’s portfolio, each of which brings in over INR 1000 crore in annual estimated retail sales. The expansion of the Kurkure trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavor of building out strong master brands in its India portfolio. Kurkure is also manufactured and sold in countries like the UAE, Canada, Pakistan, and Bangladesh.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 63 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Doritos, Mountain Dew, Tropicana 100%, Gatorade, and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generates Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with pep+.

“Winning with pep+” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com.

·         Kurkure Playz to strengthen presence in the growing puffed and pellet segment

·         It brings two unique product offerings, Kurkure Playz Puffcorn and Kurkure Playz Pastax

·         ’Halke Mein Lo’ campaign encourages the youth to take it easy in the face of any daily hiccups

·         The film blends comedy with horror to create the ‘Halke Mein Lo’ analogy

(Click here to watch the film)

New Delhi, January 3^rd, 2023: Starting 2023 on a lighthearted note, Kurkure, one of India’s most loved snack brands, has unveiled a fun new TVC campaign celebrating its new sub-brand – Kurkure Playz. The modern sub-brand caters to the rise in demand for soft textured snacks, one of the fastest growing variants in the overall salty snacks category.

Kurkure Playz comes in two international dairy flavoured offerings, Kurkure Playz Puffcorn and the all-new Kurkure Playz Pastax. Kurkure Playz Puffcorn has a distinct shape with a light texture and comes in cheese flavour whilst the all-new Kurkure Playz Pastax has a creamy, herb and onion flavour in a pasta-shaped bite.

Bringing to life the snack’s light texture, the film is set in an old bungalow that a family has just moved into. While setting up their new home, the protagonist, a young man, is greeted by an unexpected ghost who scares the wits out of the entire family. But a bite of Kurkure Playz Puffcorn transforms the youngster’s fear into a take-it-easy ‘Halke Mein Lo’ attitude, leading him to make witty wisecracks diffusing a scary situation into a laughing riot.

Speaking about the new film, Neha Prasad, Associate Director and Brand Lead, Kurkure said, “Kurkure has always kept its consumers at the centre and connected with them through innovative product offerings and quirky, masaledaar storytelling. The Kurkure Playz launch is a big entry in the rapidly growing soft texture snacks in two formats – puffed and pellet. We are excited about our new ‘Halke Mein Lo’ campaign, as it encourages the youth to not get hassled by the daily squabbles and to take a lighter approach to life by adding a dose of masti to any given situation.”

Further discussing the campaign, Vikram Pandey (Spiky), National Creative Director – Leo Burnett said, “The film introduces the new Kurkure Playz and while we wanted to keep the light-hearted quirky tonality of Kurkure, we also wanted to add a playful dimension to the new products. We bring this alive with our ‘Halke Mein Lo’ proposition – where the film places the characters in extraordinary situation of finding a ghost in the room. However, the story takes an unusually cool and hilarious turn when the protagonist takes things lightly.” said Vikram Pandey (Spiky), National Creative Director, Leo Burnett.”

Not limited to a TVC, the Kurkure Playz ‘Halke Main Lo’ campaign will also be brought to life through a robust 360-degree surround campaign. Across all leading retail and e-commerce platforms in India, Kurkure Playz Puffcorn is available at INR 5, INR 10, INR 20, INR 50 and Kurkure Playz Pastax at INR 5, INR 10, and INR 20.

AGENCY CREDITS:

Creative Agency – Leo Burnett

Dheeraj Sinha – CEO & Chief Strategy Officer–South Asia

Raj Deepak Das – CEO & Chief Creative Officer–South Asia

Samir Gangahar – President-North

Vikram Pandey – National Creative Director

Ashish S Sharma – Executive Creative Director

Sagar Parab – Associate Executive Creative Director

Ashish Gautam – Senior Creative Strategist

Harshad Mestry – Senior Art Director

Sanket Misal – Art Director

Neha Kapoor – Vice President

Uday Lalotra – Brand Services Director

Shubham Aggarwal – Senior Brand Services Associate

Noor Samra – Senior Vice President

Ashish Mathew – Brand Strategy Director

Production House – Early Man Films

Director – Abhinav Pratiman

Producer – Amarjeet Phukan

About Kurkure:

Kurkure - a product that was developed in India, has established a strong connection with consumers across the country as a great-tasting snack. Kurkure is one of the eight brands in PepsiCo India’s portfolio, each of which brings in over INR 1000 crore in annual estimated retail sales. The expansion of the Kurkure trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavor of building out strong master brands in its India portfolio. Kurkure is also manufactured and sold in countries like the UAE, Canada, Pakistan, and Bangladesh.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 63 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Doritos, Mountain Dew, Tropicana 100%, Gatorade, and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generates Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com.