Kurkure's festive campaign brings alive a new twist to Diwali celebrations

Deluged by excess sweetness this festive season? Zyada meetha ho gaya? Muh Kurkure Karo. With festive season round the corner, India’s most trusted salty snack brand, Kurkure brings the spirit of Diwali Masti with its dhamakedaar and chatakedaar new offerings specially designed for you. As the festive spirit catches on, Kurkure, one of India’s most trusted namkeen brands*, is gearing up to add a zing to celebrations. From revamping the gift box offering with a new range of special ‘Raja Rani’ gift packs, a limited edition gift pack by renowned fashion designer, Manish Arora and 4 new Chilli flavors, this Diwali Kurkure brings a range of festive offerings to make your celebrations more chatpata and fun filled.  With this powerful mix, Kurkure is all set to cut the excessive festive meethapan, and spice up festive celebrations.

These initiatives will be supported by a widespread marketing campaign including high impact print & radio activation. In addition, the brand will continue to create disruptive engagement opportunities for its fans, via multiple new activities on Facebook and Twitter. 2013 has been an action-packed year for Kurkure. Starting with the launch of the family campaign in the year, the brand then launched four new fusion flavours and the EXTRA LARGE-Super Saver pack. It made a robust start to the festive season, with a massive consumer programme for Durga Puja, and will now take the festivities to a new high, with an exciting range of Diwali offerings.
Nalin Sood - Category Director-Indian Snacks, PepsiCo India, Foods said, “Over the years, through its campaigns that encourage consumers to spend more time with family, Kurkure has constantly re-invented itself to remain relevant to the Indian ethos and culture. Festivals hold special importance in our annual marketing calendar and offer an ideal platform to reach out to consumers. Kurkure, with its unique take on celebrations, seeks to cut down the excessive sweetness that accompanies celebrations. So every year around the festival season, we bring in new flavours and innovative gifting options that strengthen our much loved proposition of ‘Zyaada Meetha ho Gaya? Iss Diwali Muh Kurkure Karo’.

He further added, “This year, we started the festive season with Durga Puja in the East, and will culminate the celebrations with an action packed Diwali campaign comprising of the Raja Rani’ premium gift packs, special edition gift packs designed by Manish Arora and the four new chilli flavours. We are excited about the complete package, and confident that consumers will enjoy the same.”

Festive offer and price details:
1. 5 Special ‘Raja Rani’ gift packs available across a price range: Rs 55 to Rs 190 (available in select north markets)
2. 2 Limited edition gift packs by Manish Arora available at Rs. 200 (available in select north markets)
3. 4 Chilli flavours available at Rs 5, Rs 10 and Rs 20 respectively

To begin with, Kurkure is launching a new range of special ‘Raja Rani’ gift packs designed by Ray and Keshavan, South Asia’s leading brand & design consulting firm. These packs bring alive Kurkure’s brand proposition of ‘Twist on Tradition’ with a uniquely masti-bhara design creative. The packs contain a mix of much loved Kurkure flavours like Masala Munch, Puffcorn Yummy Cheese, Solid Masti Twisteez Masala, amongst others.

Speaking about the work and partnership, Arvind Hegde, MD, Brand Union - Ray+Keshavan said, “We are proud of our partnership with Kurkure. The rich background of Indian culture and the brand’s core essence of ‘Twist on Tradition’ have been the inspiration behind this design. The packs are expressive, free-spirited, exuberant, energetic and bold. The brand celebrates the acceptance of imperfections through its message of ‘Tedha hai par mera ha’ and similarly, the packs too articulate uninhibited mood transformations. We are confident that these packs will be a big hit amongst customers.”

Adding another Kurkure twist to gifting options this season, the brand is launching beautiful limited edition gift packs designed by none other than Manish Arora, one of India’s leading fashion designers, known for his unique and quirky designs. The pack designs include several of Manish’s signature design elements, and were a huge hit when showcased at the Paris Fashion Week, in September.

On associating with Kurkure, renowned fashion designer, Manish Arora commented, “I love Kurkure … I love that the brand has a unique irrepressible take on everything! This is the first time I’ve associated with a brand to custom design their Diwali gift packs, and while it was a challenge, I’m pretty delighted with the output! It’s a fun brand, it has its quirks, and that is reflected in both the designs. It’s been super fun designing for this very ‘masti-bhara’ brand … and I hope consumers love both packs!”

To spice up the excess meethapan this Diwali, Kurkure also brings in four new chilli flavours, Chilli Garlic, Chilli Saucy, Chilli Achari and Chilli Mustard. For Durga Puja, the brand also ran a massive consumer engagement program, ‘Kurkure Priyo Chilli Flavour Ke Vote Dao, Star-er Shaathe Shopping Jao’. During the exciting four weeks of this activity, consumers got the opportunity to win the ‘money can’t buy’ experience of going Pujo shopping with leading celebrities, like Raima Sengupta and Swastika Mukherjee.

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