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Kurkure

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INTRODUCTION

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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).mp4

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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].mp4

5/23/2018 Kurkure- June 20th

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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].mp4

5/23/2018 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.

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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.