Kurkure Twistkeen introduces new finger snack - Twistkeen

Reimagining traditional Namkeens like never before, PepsiCo India recently announced the introduction of a new category in the salty snacks industry with Kurkure Twistkeen, a modern twist on India’s favourite namkeens in a convenient finger snack avatar. Inspired by popular namkeens i.e Bikaneri Bhujia, Andhra Murukku and the Shahi mixtures, Kurkure Twistkeen comes in 3 delicious variants with quality ingredients like kaala chana, rice, dry fruits and seeds.

The marketing campaign for Kurkure Twistkeen launches with a film that highlights Kurkure Twistkeen as an interesting twist to traditional namkeens in an all new finger snack avatar. The 30-second TVC, in the signature quirky style of Kurkure, features a couple trying to enjoy their favourite namkeens while watching television. While they continue to watch television, the guy takes out a packet of bikaneri bhujia to munch along. But before he can enjoy the first bite, a train passes by, shaking the house and everything in it, and making him spill the bhujia in his hand. Meanwhile, we see the girl enjoying the traditional taste of bhujia in her Kurkure Twistkeen without any hassle. The visual ends with brand tag line of ‘Kurkure Twistkeen khul jaye toh, Namkeen me Twist Aa jaye’.

Kurkure Twistkeen TVC was released on 1 November 2018 across all major Digital platforms and movie & entertainment channels on TV. In addition, Kurkure Twistkeen will also be exploring a first ever Media to Trial marketing route where by the Digital viewers when within 1 km of radius of a Modern Trade outlet will be geo-targeted with trial coupons for Kurkure Twistkeen. This is a novel effort to further build and channelize media awareness to actual trails.

Speaking about the new Kurkure Twistkeen and TVC launch, Gaurav Verma, Director Marketing – Indian Snacks, PepsiCo India, says, “Kurkure is India’s most loved snack brand which has been innovating and transforming to cater to changing consumer needs. We have created a new category in the salty snacks segment through the launch of Kurkure Twistkeen by reimagining traditional namkeens and offering it in a tasty finger snack format. Our recently released thematic on Kurkure Twistkeen also communicates the fun and convenience of relishing your favorite namkeens now in a finger snacks avatar. The initial response to Kurkure Twistkeen has been tremendous and we are confident that it will be a winning proposition for the consumers”

Varun Channa, Managing Partner, JWT, was quoted saying, “Twistkeens as the name suggests had a twisted brief and the creative team had fun twisting it further - the creative magnification of the messy eating with the train passing, the husband wife tiff over the remote and the use of the snack for the happy ending makes for a memorable film with typical Kurkure humor.”

Kurkure Twistkeens was developed on an extensive research and insights across 20+ cities with 5000+ consumers. The research suggested that consumers were looking for a modern and a convenient format to consume their favourite traditional namkeens. Over the past two years, PepsiCo worked on cutting edge technology with its global and local R&D teams from three continents India, US and Mexico to develop a modern format retaining the flavour of Indian traditional namkeens. Kurkure Twistkeens is truly a snack made for the consumers, by the consumers. Kurkure Twistkeens comes in an easy tear packaging with vibrant colours and appealing graphics for the consumers to serve straight from the packet and is available in Rs. 15 and Rs. 55 price packs available across India.

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