Gurgaon, India (PressExposure) March 27, 2012 -- When daily routine becomes so predictable, conventional & boring, it is time to try something Tedha! That is the new campaign message from Kurkure, India's popular unconventional namkeen brand from PepsiCo India. In its latest brand campaign, it encourages 'unconventionalism' by asking India to "Try Tedha Yaar"!!!! In dealing with the conflicts of a traditional outlook in a fast contemporizing world, the average Indian household is becoming increasingly adept at change. This sets the premise of Kurkure's latest campaign featuring Brand ambassador and Bollywood star Juhi Chawla that asks consumers to deal with the conflicts of the new bold world by being assertively unconventional.
Speaking about this campaign, Nalin Sood, EVP- Indian Snack Category, Pepsi Co India said, "At Kurkure, we have always celebrated unconventionalism. We started the journey with the brand positioning "Tedha Hai Par Mera Hai" which embraces the imperfections in all of us. Now with "Try Tedha Yaar!" we are taking the brand positioning forward with a powerful thought that will resonate with everyone and spark a new trend! It propagates that being unconventional is exciting & is the best way to navigate the vagaries and conflicts of the changing bold new world.
Along with the communication, the brand has also refreshed its packaging to a new bolder, more energetic look that will appeal to consumers even more.
The campaign's latest TVC features Juhi Chawla, the brand ambassador of Kurkure playing multiple characters of mothers living a "seedha" conventional life. Her transformation to a 'Tedhi Mummy' avatar after having Kurkure prompts her to be unconventionally progressive towards life, family and household. The TVC communicates "Seedha toh sadha hota hai, isliye Kurkure kehta hai Try Tedha yaar" which goes on to reinforce the philosophy of Try Tedha Yaar.
Speaking on the campaign, Juhi Chawla said, "I have had a fun-filled association with Kurkure for many years now and this campaign was no different! I especially enjoyed shooting for this particular campaign as it showcases a mother bound by conventional thinking trying to evolve into a new age mother who is fun, progressive & adapts better to the fast changing world by trying Tedha!"
The latest campaign "Try Tedha Yaar" will be promoted through mix of media that includes TV, Radio, Print and Digital. The campaign will bring alive the thought in relevant consumer contexts & provoke them to do something different & unconventional in life.
Join the tedhapan at: http://www.facebook.com/kurkure