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Tag: Kurkure

  • Kurkure partners with Paytm for 100% cashback festive offer across portfolio

    Kurkure partners with Paytm for 100% cashback festive offer across portfolio

    MUMBAI: 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”.

  • Pepsico gets Delhi HC order to delete fake social media posts on Kurkure

    Pepsico gets Delhi HC order to delete fake social media posts on Kurkure

    MUMBAI: Kurkure, one of the favourite snacks of Indian kids, has gone through malign campaigns on social media questioning its food quality. Viral posts said that the snack can catch fire easily, implying it contains plastic. Now PepsiCo is fighting back legally to convince consumers that it isn’t true. Recently, the firm also spent Rs 20 million to curb the rumours, according to media reports.

    It has secured an interim order from the Delhi High Court (HC) which allows PepsiCo to ask to delete hundreds of such maligning posts on Facebook, Twitter, Instagram and YouTube. According to media reports, 20,000 Facebook posts, 3,412 Facebook links, 242 YouTube videos, 6 Instagram links, and 562 tweets about Kurkure have been ordered to be deleted. The order came following a petition moved by the company in May this year.

    “Fake news suggesting that Kurkure has plastic in it has adversely affected brand’s reputation. Due to such fake and defamatory content circulating on the social media, PepsiCo India was constrained to move the Delhi High Court…this step has been taken to protect brand equity, a matter that we take very seriously at PepsiCo,” the company said as quoted by Quartz.

    All the posts harmed brand reputation widely. PepsiCo India was forced to move the Delhi High Court and it issued an interim order on 1 June. The court will next hear the matter on 1 November.

    PepsiCo India claimed in a blog that the snack burns not because it contains plastic, but because one of its main ingredients happens to be starch. “Also the vegetable oil that is used as another primary ingredient, expedites the burning. This holds true for all regular snack items like papads, poppadoms, papdis, that contain carbohydrates, proteins and fat,” the blog said.

  • Ex-PepsiCo marketing director Vani Gupta joins Hypersonic

    Ex-PepsiCo marketing director Vani Gupta joins Hypersonic

    MUMBAI: Vani Gupta, PepsiCo’s former marketing director has joined Hypersonic as a founder member and will lead the consumer innovation practice. Her expertise in marketing consumer-centric innovations will drive the innovation marketing and category management for Hypersonic’s clients across industries that include FMCG, IT, media, telecom, healthcare, real estate, and e-commerce.

    On her appointment Gupta said, “I love demonstrating impactful growth through consumer thinking. Hypersonic is an ideal fit at this stage of my career as it allows me to work on multiple innovations and varied marketing challenges, that would benefit from the hands-on intervention of the Hypersonic team,” according to adageindia.in. 

    Prior to PepsiCo, she had a rewarding stint with Unilever where she led the successful launch of a hair care range for colored hair across South East Asia and South Asia. Before Unilever, Vani worked with Reckitt Benckiser, where she launched Veet in India and crafted a success model for emerging markets. 

    Hypersonic Advisory was founded in 2017, by a team of leading industry experts with 100+ years of combined experience. They work on site with their client teams, thereby strengthening a company’s own capability to scale and achieve their next level of growth. Hypersonic is unique as it commits to its solutions by linking pay-out to measurable results.

    Hypersonic Advisory co-founder Venkatesh Rangachari said, “Vani is a recognised leader in the marketing field and her creative-technical acumen will be a valuable asset to our clients. Vani has a track record of bringing innovations successfully to the market. She compliments Hypersonic’s ethos of being effective doers. We’re excited to welcome Vani to our founding team and are the stronger for it.”

    After joining PepsiCo India in 2011, she revived Kurkure and boosted the growth to double digits. Her roles in the two decades has been managing cross-cultural teams, complex brand, and product launches, and developing innovation mixes for different markets.

  • GroupM & Google’s Grand Diwali Mela gets AskMe Bazaar as title sponsor

    GroupM & Google’s Grand Diwali Mela gets AskMe Bazaar as title sponsor

    MUMBAI: Making the online Diwali festival initiative bigger and better this year, GroupM with along with Google has roped in AskMeBazaar.com as its new title sponsor.

     

    Brands that renewed their partnership with the Grand Diwali Mela this year are Lakme, Horlicks, Kurkure and Hungama.com, whereas Eno and Godrej Securities have come on board as the new partners.

     

    Last year, the Grand Diwali Mela received over 5.5 million visitors in a course of 30 days. Over 125,000 hours were spent browsing various online stalls in the mela. These stalls included products, food items, pooja needs, gaming and entertainment. The Grand Diwali Mela emerged as the largest online sampling platform for brands wherein over 150,000 samples were shipped across India, with 70 per cent sample orders going to Tier 2 and Tier 3 towns. The samples ranged from make-up, skincare and household products.

     

    Askmebazaar.com will be offering a host of deals at the Grand Diwali Mela with discounts on home appliances, mobile phones, fashion apparels, home décor and personal care products.

     

    For the spiritually inclined, this year the ‘Grand Diwali Mela’ has the option of offering prayers and receiving ‘prasad’ from a number of temples across India. As Diwali is also about greeting loved ones, the Grand Diwali Mela will also offer the facility to send online festive greetings showing your ‘namkeen’ side with fun greeting cards from Kurkure.

     

    Talking about the sponsorship, Askmebazaar digital strategy group CMO and head Manav Sethi said, “We are excited to be the presenting sponsor of Grand Diwali Mela 2015. One of its kind virtual mela; one stop destination for entertainment, best deals and best brands in the biggest festive season of India. A truly immersive experience in one destination for consumers. This year look forward to the BIG deals everyday delivered at your doorstep. From furniture to fashion, AskmeBazaar has curated the best deals to ensure every home lights up this Diwali. Askme Group looks forward to India joining us on the GDM, 2015; the biggest mela of the year!”

     

    On the second season of the Grand Diwali Mela, GroupM South Asia CEO CVL Srinivas said, “After the success of the Grand Diwali Mela in year one, we are excited to bring the online festival back again this year. We have a new naming partner on board AskMe.com as well and a range of new brands and products for consumers to choose from.”

     

    Speaking about the reach of the festival, Srinivas added, “With GDM, we were able to create a great platform for consumers to come and sample products and interact with brands. Last year we saw a clear spike in terms of mobile usage to access the Grand Diwali Mela. With a clear focus on taking the festival to not just metros, but also tier 2 and 3 towns, where the mobile phone is their window to the world, GroupM and our partners are integrating traditional print, TV and radio with mobile and digital marketing.”

     

    “Grand Diwali Mela organised by GroupM emerged as India’s largest online brand activation initiative during the festival season last year and surpassed any offline brand activation initiative in the country. As more and more consumer products companies embrace the Internet to drive sampling and consumer engagement, we’re delighted to partner Group M to scale this initiative further and help brands make the most of the opportunity online,” asserted Google SEA & India director agency business Punitha Arumugam.

     

    Hungama.com, has come back on board as one of the partners of the ‘Grand Diwali Mela’. Last year Hungamam.com gave users access to films from its  Indian and International movies catalogue. Users could also create a Grand Diwali Mela playlist of popular Bollywood numbers. This year, Hungama.com brings on board ‘Hungama Play’ – its premium video on demand (VOD) service via the Grand Diwali Mela 2015.

     

    Besides this, the Grand Diwali Mela is also running contests with prizes to be won.

  • 25 per cent drop in number of brands active on cinema: CAM Report

    25 per cent drop in number of brands active on cinema: CAM Report

    MUMBAI: Interactive Television in collaboration with IPSOS-MEDIA CT has released the CAM report for the month of September 2014. It includes detailed trends for the movie Finding Fanny. The report documents specifics including presence of each category and brands in cinema, brand recall, placement and distribution strategy of each brand and traces the developments in the Indian cinema advertising. The report examined advertising investments in Indian multiplexes or theatres and offers an overview of where the money is flowing in cinema advertising.

    Some of the key highlights of the report are: Food and beverages, beauty and personal care and media retained their position of top three categories on cinema in last 13 months. Electrical Equipment category has risen from 43 per cent in August to 74 per cent in September due to increase in spending of Syska LED lights on cinema screens. Syska LED is present in 3/4th of the screens but the number of spots is much higher than the top brand Chocon.

    Elaborating on the report Interactive Television CEO Ajay Mehta said “CAM completed 13 rounds of audit with the movie Finding Fanny. One can observe that there has been 25 per cent drop in number of brands active on cinema with the movie Finding Fanny as compared to Singham Returns.  Due to festive season the ad duration for 30/60sec is prominent with the majority of brands. Also, 238 total brands were active via cinema advertising during September 2014 audit, out of which 39 brands were screened on cinema for the first time.”

    Most brands prefer the During Interval Spot (70 per cent) over the Before Movie spot (30 per cent).But brands like HDFC Life, Kurkure, 7up and Vicco Vajradanti Toothpaste prefer before movie slots.  Food and Beverages shows a slight increase due to Chocon and Kurkure.

    Also the difference between the top brand recalled and the others is quite high. The report also highlights that Chocon is the top Brand played in north zone theatres followed by OLX.

     

  • Kurkure to launch new leg of ‘Tedha Hai Par Mera Hai’ campaign

    MUMBAI: Kurkure is launching a new campaign introducing its new Extra Large- Super Saver pack.

    The new product is being introduced with a ‘Kurkure twist‘ and takes forward the new creative strategy of the Kurkure ‘Tedha Hai Par Mera Hai family‘ introduced last month.

    The ad-film starring the new “quirky” and “endearing” family is shown planning a ‘small Indian family party‘ with this new pack.

    The campaign starring the family comprising of Parineeti Chopra, Kunal Kapoor, Farida Jalal, Boman Irani, Ramyakrishnan, and Shivansh is scheduled to go on air on 29 January.

    It will be supported by a 360-degree marketing plan including print, radio activation and digital media engagement.

    PepsiCo India executive vice president – Foods Nalin Sood said, “The key insight behind the latest campaign is that there is no such concept as a small family party in India and this makes for a good proposition for our new Extra Large pack. Taking forward our mega brand strategy, consumers will see a lot of excitement from brand Kurkure over the coming months and this campaign is a step towards it”.

    The television commercials for the brand have been conceptualised and created by JWT.

    JWT India chief creative officer Bobby Pawar added, “Indians love to get together for fun-filled family moments, which is what our latest campaign aims to bring alive. The concept is stemming from the thought that we all have large social circles and can‘t escape from leaving extended family/ friends out of a ‘small‘ gathering”.

    In the TVC, the family is seen discussing the guest list for a small party that keeps increasing as each family member wishes to invite his/her close family and friends. Towards the end a ‘small gathering‘ becomes a ‘large party‘. However, the family has no worries as they have the new Kurkure Extra Large – Super Saver pack that is the perfect snacking option for such large family occasions.

    The TVC 40 seconder TVC is producer by Love & Faith‘s Varun Shah.

    For the record, the media planning agency for the account is Mindshare.