#KnowThyBrand - Kurkure

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.