India: PepsiCo's salty snack brand Kurkure is back with a whole new family

March 11, 2013

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PepsiCo's salty snack brand Kurkure's latest ad campaign has arrived at a rather appropriate time. The Rs 9,400 crore Indian snack market is growing at a very healthy pace, about 25 per cent a year and as a recent survey by VML Qais indicates Indians, the 18 to 30 year old lot, are particularly fond of a crispy snack in air-tight plastic packaging.

And in comparison to consumers in Thailand, Indonesia, Malaysia, Hong Kong, Vietnam, Korea, Philippines and Singapore, Indians are most likely to try a product based on its advertising. However, the injection of several new aggressive players has slightly soured the taste of victory for Kurkure, that has built a presence in the market since 1999.

However, with the introduction of the new Kurkure family, the brand is trying to establish its Indian roots again. Last year PepsiCo brought on board five new brand ambassadors. A list that includes actors Parineeti Chopra, Boman Irani, Farida Jalal and Kunal Kapoor, among others. This new family (taking over from actress Juhi Chawla's fictional clan) will introduce Indian consumers to new variants of Kurkure.

According to Vidur Vyas, marketing director - foods, PepsiCo India, it was time to refresh the snack brand's identity. "The snack category has grown exponentially over the past few years. Different consumers have varied snacking needs and we will introduce more products, flavours and packs, covering everything from bite experience to packaging and eventually create occasions of consumption.

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