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Press Release

Kurkure Twistkeen reimagines traditional namkeens in a new finger-snack avatar

  12-11-2018
‘Kurkure Twistkeen khul jaye toh namkeen me twist aa jaye’

New Delhi, November 12, 2018: 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.

To watch the film, click here.

CREDITS

Creative Agency: J. Walter Thompson (JWT)

  • Managing Partner: Varun Channa
  • Business Head: Jaibeer Ahmad
  • National Planning Director: Mythili Chandrasekar
  • Chief Creative Officer: Senthil Kumar 
  • VP & Executive Creative Director: Tirtha Ghosh & Nakul Sharma
  • Creative Director (Art):  Partha Sengupta.
  • Creative Supervisor (Copy): Priyadarshi Khastgir
  • Film Department: Girish Singh
  • Account Management: Binay Mehra & Kirti Sinha
  • Production House:
  • Production House: Tube Light Films
  • Director: Prashant Issar
  • Producer: Aditi Pakala
About Kurkure: 

Kurkure- a product that was developed in India, has established a strong connect with consumers across the country as a great tasting ‘namkeen’ snack. Kurkure is one of the eight brands in PepsiCo India’s portfolio, each of which bring in over INR 1000 crore in annual estimated retail sales. The expansion of the Kurkure trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavour of building out strong master brands in its India portfolio. Kurkure is also manufactured and sold in countries like the UAE, Canada, Pakistan and Bangladesh.

About PepsiCo India:

PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across the country. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.

PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage.
For more information, please contact:
Edelman India
Rinjini Mitra 
Rinjini.mitra@edelman.com | +91 90513 13996