~Signs Taapsee Pannu as its brand ambassador to communicate new positioning, ‘Khayal Toh Chatpata Hai’~
Kurkure, India’s most loved snack brand, unveiled its new positioning ‘Khayal toh Chatpata hai’ to celebrate progressive thinking that young Indian homemakers bring in to traditional Indian families. As Kurkure embarks on a new journey with a promise to add more fun and excitement to family time, the brand announced its new positioning, together with the India’s leading Bollywood actress, Taapsee Pannu, who stands synonymous to the essence of Kurkure. The actress, through this collaboration will be seen in a series of advertising and marketing campaigns.
Kurkure through the new positioning – ‘Khayal toh Chatpata hai’, underlines brand’s continued efforts to recognize the Indian homemaker, who has been the center force in bringing families together. The new positioning highlights progressive ideologies that the homemaker holds today; from breaking conventional barriers to new-age thinking which embraces modernity while being anchored in tradition.
Speaking about the new positioning and signing Taapsee Pannu, Jagrut Kotecha, VP Snacks Category, India Region, PepsiCo India, says, “As Kurkure enters a new and exciting phase with ‘Khayal Toh Chatpata Hai’ positioning, we are thrilled to be carrying forward this journey with Taapsee, who resonates well with the brand philosophy. With the new positioning, we aim to celebrate the forward-thinking brought-in by today’s homemaker and Taapsee who is an inspiration to them; and has proved her strength and mettle by taking on unconventional roles, in movies and beyond, is a natural fit. We welcome her to the Kurkure family.”
The first in the series, Kurkure today released a new ad campaign featuring the actress in her masti avatar. In the film, Taapsee, is seen representing a new Indian homemaker, a bahu, who shares her excitement, with her family, on receiving a job offer. Unfortunately, her excitement meets denial from her aunt, who recommends her to take up a hobby at home. As the bahu battles with the disappointment, Kurkure comes to her rescue, as its spices and flavors become her driving force to encourage the aunt to think beyond the conventional. With every bite of Kurkure, Taapsee is seen taking on the task of convincing her aunt of her professional choices, in a witty and fun manner. The film concludes on a positive and happy note, wherein, the family is seen enjoying a pack of Kurkure and the aunt supporting the bahu to venture out and pursue her career and passion.
Commenting on her association with Kurkure, actress Taapsee Pannu shared, “I am extremely excited to be associated with India’s much-loved, and my personal favourite snack, Kurkure. It has been an integral part of my family ‘masti’ moments back home in Delhi and during my breaks while shooting in Mumbai. I have always admired Kurkure for its family and fun orientation. And, as the brand takes on a new positioning of ‘Khayal Toh Chatpata hai’, I look forward to an exciting and chatpata journey with Kurkure.”
Elaborating on the new campaign, Varun Channa, Managing Partner, JWT said, “The brand positioning is evolving with the changing consumer and the line ‘Kurkure, Khayaal to chatpata hai’ resonated well in research across centers. Taapsee with her chatpata personality helps bring to life the proposition and celebrates the families that walk the unconventional route.”