Mumbai News Network Latest News: KURKURE

Friday, 11 October 2019

Kurkure Partners with Paytm for 100% Cashback Festive Offer across portfolio

Provides consumers a guaranteed cashback equivalent to the MRP of pack up to 5 times in bank accounts linked with Paytm UPI

Launches a new film, starring brand ambassador, Taapsee Pannu

Ties up with largest Indian reality TV show Big Boss

TVC Link: Kurkure ke har pack par 100% cashback up to 5 times in bank accounts linked with Paytm UPI

New Delhi, 11th October 2019: Kurkure, India’s most loved snack brand, has unveiled its most chatpata and exclusive cashback offer for its consumers in partnership with the largest digital wallet, Paytm. This unique, one-of-a-kind association will provide a guaranteed 100% instant cashback to the consumers up to 5 times in bank accounts linked with Paytm UPI during the festive season. The consumers across the country can avail the attractive offer on all Kurkure variants including Kurkure Masala Munch, Kurkure Solid Masti and Kurkure Puffcorn. The offer is available on all INR 10, INR 20 and INR 35 packets allowing consumers to enjoy their favorite snack for up to 5 times.

Kurkure always aims to add a spark of ‘quirky masti’ into the everyday lives of its consumers through its wide array of delicious product offerings and zany advertising. The brand’s all new bumper offer with Paytm brings an exciting twist and zing to consumer’s lives during the festive season. Valid for multiple redemptions, the limited period offer is the perfect excuse for sharing and enjoying the festivities with friends and family.

Kurkure’s tie up with Paytm will drive high impact awareness on this offer through a massive Above the Line campaign throughout October. Kurkure has also tied up with the high impact reality show Bigg Boss where the consumers will see the housemates availing the offer soon.

Expressing his thoughts on the association, Mr. Dilen Gandhi, Sr Director, Marketing – Foods Category, PepsiCo India, said, “Innovation has always been at the core of Kurkure and has been driving us towards delivering pertinent offers to a constantly evolving audience. Kurkure’s unique initiative is a never before offer by any brand wherein we are offering a guaranteed, instant and 100% cashback that can be redeemed 5 times per mobile number throughout the season. We are extremely excited to be doing this on the fast evolving digital medium through our partnership with Paytm and are confident that the collaboration will enhance our efforts to lure the audience to indulge in chatpata snacking during the festive season.”

Sharing her excitement, brand ambassador, Taapsee Pannu, said, “I love snacking on Kurkure and feel great to be a part of the Kurkure family. The brand has always portrayed a sparky twist to everyday moments that are relevant, topical, and have the potential to be remembered even years after! This is my second film with the brand and the storyline is exemplary yet again. We live in a digital world and are increasingly shifting towards cashless purchases. I am sure the consumers are going to love this never seen before ‘10 pe 10’ cashback offer. Imagine you go out with Rs 50 and come back home with 5 packets of Kurkure and still with Rs 50 intact! It is an extremely unique, exciting and chatpata initiative.”

Speaking about the association, Siddharth Pandey, Vice President - Paytm said, “We have always believed in optimizing our efforts to understand and serve our consumers better. Our association with Kurkure, which has been a favorite snack brand across the country, demonstrates our commitment to provide a wide array of new & innovative offers & promotions to our consumers.”

The 20 seconder chatpata TVC features Taapsee Pannu in a quirky yet retro avatar riding a bicycle. She is seen chasing a pilot who is about to take off, in a bid to tell him about the new offer of guaranteed 100% cashback on purchase of Kurkure. The news gets the passengers excited as they pop their heads out of the windows and the film concludes with the excited pilot jumping off the plane to avail the offer.

Senthil Kumar, Chief Creative Officer, JWT was quoted saying, “Kurkure has always been about quirky advertising that shows a witty twist to the ordinary. The Kurkure Paytm creative communicates the brand’s thrilling offer in a simple and clear way and is still quirky, OTT and keeps the brand’s humor at the heart of its advertising. With our integrations in impact properties in Big Boss where the housemates make the most of Kurkure’s 100% cashback offer multiple times, we are sure we will drive high reach for this offer on Kurkure range this festive season”.

Creative Agency: JWT

Chief Creative Officer: Senthil Kumar
Sr. VP & Executive Business Director: Ritu Nakra
VP & Executive Creative Director: Nakul Sharma & Tirtha Ghosh
Strategy Head: Atishi Pradhan
Creative Director (Art): Partha Sengupta
Creative Director (Copy): Priyadarshi Khastgir
Film Department: Mandeep Singh
Account Management: Binay Mehra & Kirti Sinha

Production House:

Director: Nishant Gangadharan
Producer: Swati Shahabadi
Production House: Monastery Films

About Kurkure:

Kurkure- a product that was developed in India, has established a strong connect with consumers across the country as a great tasting ‘namkeen’ snack. Kurkure is one of the eight brands in PepsiCo India’s portfolio, each of which bring 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’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

Tuesday, 14 May 2019

KURKURE CELEBRATES PROGRESSIVE THINKING AMONGST INDIAN HOMEMAKERS WITH ANGOORI AND GUDDAN

Partners with bouquet of channels from Zee Entertainment Enterprises Limited (ZEEL) including ZEE TV, & TV, Big Ganga and Sarthak for in-show integration of the new positioning ‘Khayaal Toh Chatpata Hai’
Angoori, Guddan and six other leading protagonists of popular shows surprise viewers with their ‘Chatpatey khayaal’

New Delhi, 14^th May 2019: They are the backbone of every family; they have the superpower to juggle and maintain all fronts of the household and beyond through their new age thinking. They lead with their progressive ideologies, running around the clock to seamlessly balance the lives of their families. They are the women, the homemakers of India.

This May, leading protagonists namely Guddan of Guddan – Tumse Na Ho Paayega, Angoori of Bhabhi Ji Ghar Pe Hai and Rajesh of Happu Ki Ultan-Paltan among a few others will be seen delivering a thought-provoking script; helping their families to take a step towards embracing forward-thinking through fun and intelligent humor. The protagonists will bring alive Kurkure’s new positioning, ‘Khayaal Toh Chatpata Hai’ that celebrates progressive thinking that women bring into their traditional Indian households.

For the in-show integration, Kurkure has collaborated with a bouquet of channels from Zee Entertainment Enterprises Limited (ZEEL) including ZEE TV, & TV, Big Ganga and Sarthak. As part of the partnership, protagonists of eight shows will surprise viewers with their chatpatey khayaal.

Expressing his thoughts, Mr. Dilen Gandhi, Sr Director, Marketing – Foods category, PepsiCo India, says, “Kurkure is an ally to the Indian homemakers, who are the center force behind every positive transformation in the household. With the unique integration with ZEE TV plays, we hope to continue encouraging our consumers to take unconventional routes to help their families embrace progressive thinking, while at the back of being anchored to rich Indian values. Aided by a mood uplift through Kurkure’s crunch and chatpata taste, each of the protagonists will be seen delivering a thought provoking and entertaining storyline, and we hope that Indian homemakers enjoy this Chatpata twist.”

Sharing thoughts on the in-show integration, Prathyusha Agarwal, ZEE CMO says, "Our protagonists, be it ZEE TV's Guddan or &TV's Angoori Bhabhi, are the Indian viewers' most sought-after dinner table companions who they not only connect closely with but also draw inspiration from. While our flagship channel, ZEE TV with its brand ethos of Aaj Likhenge Kal, has stood for inspiring viewers to take charge of their destiny and work proactively in the present to build an extraordinary future, & TV, the youngest GEC in the ZEE portfolio is best suited to cater to Indians — the multifaceted, progressive, blooming mind set viewers who want to be ‘more'. Guddan and Angoori Bhabhi, with their spunk and zest for life, embody their respective channels' core philosophy. Our collaboration with Kurkure is a mark of our continued commitment to inspire our viewers every day to be their extraordinary selves. The protagonists, through evocative scripts will bring alive the synthesis of our brand philosophy with Kurkure’s new campaign "Khayaal Toh Chatpata Hai’. The collaboration will have our viewers look through the lens of celebrating Indian homemakers in a new light; a message relevant for viewers across gender, age and community.”

Commenting on the association, M K Machaiah (Mac), President, Content +, Mindshare South Asia said, “The team at Mindshare Content+ believes in weaving brand narratives around the Indian culture and keeping it relevant to the audiences in an environment they are attuned to. For Kurkure’s proposition of ‘Khayaal To Chatpata Hai’, we identified top serial plots that could bring alive the brand story in a context that's relevant to Indian families. With 4 channels, several beloved faces of Indian television and multiple programming interventions, we are thrilled and confident of delivering the relevant impact for Kurkure.”

Capturing the essence of integration, Shubhangi Atre aka Angoori of Bhabhi Ghar Pe hai says, “It was a great experience to work on a script that promises to spark conversations within households. The in-show integration with Kurkure will definitely strike a chord with the viewers. It’s a strong message and holds the power to serve as a catalyst for transformation in thinking.”

Voicing the same thoughts, Kanika Mann aka Guddan – Tumse Na Ho Payega shares, “Guddan has always been a strong character voicing her progressive opinion. With the integration of ‘Khayaal Toh Chatpata Hai’, Guddan will be seen taking, yet another, step towards encouraging new thinking on every day matters at home.”

The integration will come alive on 13^th May in Guddan – Tumse Na Ho Payega, wherein Guddan will be seen devising a plan to give her daughters-in-law a break from their routine by throwing a cooking challenge for their husbands, a chore they would be seen trying their hand at for the first-time in the show. These would lead to some challenging, yet funny scenarios at home, as the men take control of the kitchen and women take time off to relax and enjoy. Similarly, in the episodes of Bhabhi Ji Ghar Pe Hai, aired between 2^nd May and 3^rd May, Angoori was seen enrolling for a Sunday school; after a sequence of comical instances wherein she tried to convince Vibhuti and her husband, Manmohan Tewari.

Recently, Kurkure launched its mascot, Ms. Kurkure, who will be a part of series of advertising and marketing campaigns driving relatability and building emotional connect with the masses, through her various quirky family stories.

To watch the teaser of Bhabiji Ghar Par Hain!, click here.

About Kurkure:

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 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generate Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.