- Taapsee Pannu, Kurkure’s Brand Ambassador launches the mascot on digital platforms
- Mascot to inspire traditional Indian households to celebrate progressive thinking
- Voices heartfelt desires of homemakers through intelligent wit and humor
Message from Taapsee Pannu: http://bit.ly/TaapseeLaunchingMsKurkure
Digital Film Link: http://bit.ly/IntroducingMsKurkure
New Delhi, 24th April, 2019: She is here to represent the largest workforce in the world, the homemakers. She stands synonymous to every Chief Operating Officer of the house, whom we admire for her ideologies, never-ending zeal and dedication, hidden powers that keep the house running in order and more.
Kurkure, India’s loved snack brand, today unveiled its mascot, named Ms. Kurkure. Launched by Bollywood actress, Taapsee Pannu, Kurkure’s brand ambassador, the mascot will bring alive the brand’s positioning, Khayaal Toh Chatpata Hai, that celebrates progressive thinking that homemakers bring into their household. The chatpata avatar of Ms. Kurkure has been conceptualized to foster conversations on colloquial topics; encouraging families to embrace modernity while being anchored in tradition, with humor, fun, spontaneity and perfect timing.
Expressing her excitement on the launch of Ms. Kurkure, Taapsee Pannu, shared that “Ms. Kurkure is an ally to homemakers of India, who is the center force behind every positive transformation in their household. I am looking forward to Ms. Kurkure's chatpatey khayaal - who will be seen voicing the homemaker’s heart felt desires to propel their families towards progressive ideologies, at the back of rich Indian values and tradition. More power to you, Ms. Kurkure.”
Commenting on the launch of the Mascot, Mr. Dilen Gandhi, Director Marketing – Foods category, PepsiCo India said “Ms. Kurkure unfolds another exciting chapter in our new journey with ‘Khayaal Toh Chatpata Hai’. Our consumers are constantly evolving and are looking for ideas that help their families move forward and embrace progressive mindset. With Ms. Kurkure, we are confident that our consumers will build deeper connections by identifying and relating to her; as she reinforces the brand ethos of building progressive thinking while adding more fun and excitement to family time.”
Varun Channa, Sr VP & Managing Partner, Wunderman Thompson shared “The idea is to create a unique brand identity on digital platform - which will stand out in the clutter. It allowed us to visually show the quirky Kurkure humor that consumers love. These videos are short and make a point in a light hearted manner. They are the start of a long-term campaign and Kurkure will continue to surprise the consumers throughout the year.”
Designed by Wunderman Thompson, Ms. Kurkure will be a part of series of advertising and marketing campaigns driving relatability and building emotional connect with the masses, through her various quirky family stories.
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 endeavor 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 foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generate Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com
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