PepsiCo commemorates International Family Day, flags off Kurkure Family Express from New Delhi
New Delhi, India, May 16, 2016: Kurkure, the iconic Indian namkeen snack brand from PepsiCo, and a champion of the cause of bringing families together over snacks and conversations, today commemorated International Family Day and flagged off India’s first family food train - Kurkure Family Express from the Safdarjung Station. The train will take 40 families on a fun culinary experience of a lifetime over an eight day journey covering 14 States in India. The families were shortlisted through a rigorous audition process that saw over 1000 entries from across the country.
Recognising the role that Railways also plays in bringing families together for conversations and snacking and to capture it, Kurkure also commissioned 40 budding art students from prestigious art colleges to create few hundred square feet of artwork at the Station.
The special train has been decorated, both on the outside and inside, with designs by art students’ basis their interpretations of consumers’ love for Kurkure. The final designs were selected by a panel of judges comprising Art Directors and Culinary Experts. Whats more, the artwork of six students from the Delhi School of Art and three students from the JJ School of Art, Mumbai was adjudged post a contest and the students were awarded Rs. 50,000 each.
“Train journeys are amongst the most fun family experiences for Indians. We wanted to bring alive those experiences through the imagination of young Indian artists. The 40 pieces of artwork created by these students will be framed and we would like to contribute it to the India Railways to support their beautification drive at stations, should they accept,” said Partho Chakrabarti, Vice President- Snacks Category, PepsiCo India.
Additionally, actors Ramya Krishnan and Abir Chatterjee, and popular faces in the entertainment industry such as Annu Kapoor (Suhana Safar with Annu Kapoor) and Kiku Sharda (BIG Magic’s Akbar from Akbar Birbal), and famous RJs like Balaji, Rani, Sumanta are also engaging and entertaining families during different legs of the train journey.
On board the Kurkure Family Express, food aficionados Rocky Singh and Mayur Sharma play hosts and will engage the families in fun games and food contests over the course of the journey. Four lucky families will win an all-expenses paid culinary trip to Europe. Families will also have a chance to be the face of the Kurkure brand and get featured on Television Commercials, Digital platforms and other marketing initiatives.
He added, “As a brand, we are all about bringing families together over snacks and conversations, and what better place than a train to do that in India. Trains are all about fun, food and captive time with family to catch up and rediscover lost conversations.”
Families bonding over snacks and conversations have always been at the core of brand Kurkure. It has constantly re-invented itself to remain relevant to the Indian ethos and culture. Over the years the brand has celebrated families, festivals with its unique consumer engagements/ initiatives like ‘Chai Time Masti’, ‘Why So Sweet’, and ‘Fly Home Free’.
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. Today Kurkure is also available in many international markets.
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 world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in