Kurkure started as a bridge snack between the desi namkeen and western potato chips category to bring the goodness of chips and spicy flavours of different states of India to life. It was introduced as a national brand for an anytime and anywhere snack. It has now become a loved brand under Pepsico but was initially launched under Leher with the tagline, ‘Kya Karein Control Nahi Hota’ to stress upon the irresistible taste of Kurkure. Even the name Kurkure was suggested after a market survey where the respondents rated the crunchiness (Kurkura) as the most beloved characteristic of the product. It has always been positioned as ‘Apna Kurkure’ with a pinch of Indianness both in terms of taste and advertisements. The core message of the brand is that it brings the whole family together and the same is portrayed in all its vernacular commercials (be it Tamil/Bengali). #TedhaHaiParMeraHai #TedhiMedhiFamily started with Juhi Chawla (who matches well with the desi and vibrant nature of the product) and her imaginary family and was followed by Parineeti Chopra (#RemixBahurani) and her family of celebrities (including Boman Irani and Farida Jalal). The core value of togetherness always remained the same in whatever twist they brought in their product. Family Express was the first of its kind marketing campaign where user-generated content was printed in thousands of packets of chips all throughout India. Kurkure has been constantly drawing insights from Indian families.
#ChaiTimeMasti is one such example. Festivals have been eventful for launching new initiatives like ‘Bura Na Maano Kurkure Hai’ and ‘Why so sweet? Be spicy, be Kurkure’ where activations have been done to resonate with people from different parts of the nation. In 2008 a video surfaced which suggested that Kurkure contained plastic. It roiled up social media and created controversy. At such a time the brand preferred to take safety measures rather than legal actions to deal with it by bringing transparency to the consumers in terms specifying its ingredients: Dal, Corn and Rice. Further, it also launched other flavours like ‘Punjabi beats’ to appeal to the desi roots of the people and declare that it was a snack made by them and for them. Over time competitors like Balaji Wafers, Haldirams, Tedha Medha and Prataap Namkeen have been coming up in the snack category but due to its mass appeal, constant set of innovations and core value of bringing the whole family (& also India ) together, Kurkure has remained one of the most loved brands among its TG (both male and female in the age group of 15-35). I picked Kurkure because with over 40 variants, it truly represents the diversity of India and never fails to capture the residual (#KahaniMehTwist based on popular TV shows that targeted housewives), dominant (latest Twistkeen campaign #NamkeenMehTwist) and emergent trends (#TedhaDulha representing metro-sexuality) of the society. With its twist of humour, spicy ‘chatkara’ and affordable range of snacks (starting at Rs. 3 to upto Rs 55), it manages to dwell in the hearts of most Indians and dominates in the category of bridge snacks with about 60% market share.