Consumer Behaviour
* Product: KURKURE * Company: PepsiCo’s food division Frito-Lay * Ad Agency: JWT
INTRODUCTION
Kurkure was born in India, grew up with India DNA, flaunted Indian attitude, and has been entertaining everyone with an endearing Indian spirit….this Block busterish brand, now, rapidly is spreading its vibrant influence to as far as West Asia. Kurkure was launched by PepsiCo’s food division Frito-Lay in 1999.
Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of Frito Lay's. After selling for two years as a Lehar sub-brand, Kurkure was launched as an independent brand in 2001. It developed a stronger identity through celebrity associations with Juhi Chawla [2003] and Kareena Kapoor [2008] well-known actors in Indian Cinema.
Kurkure inspired from Namkeens, Kurkure tasted Indian, something like Namkeens but looked contemporary and distinct…armed with its unique product proposition ‘Familiar taste in an Innovative format’, then, the brand broke the category codes and transformed the landscape of Snacking in India, both sensorially and visually! Over the years, Kurkure has gone through various stages in its evolution.
Kurkure was Frito Lay's first big hit in India and succeeded by making a host of Indian flavours possible and popular in a finger snack. Kurkure is a crunchy new age namkeen snack brand which symbolizes light hearted fun. Embodying the spirit of India, Kurkure has found a home in the hearts& minds of all and enjoys the position of a strong Love mark brand in India.
Kukure’s Product Portfolio * Chilly Chatka * Hyderabadi Hungama * Monster Paws Funky Tomato * Naughty Tomato * Puffcorn Yummy Cheese * Solid Masti Twisteez Teekha Khatta Meetha * Green Chutney Rajasthani Style * Masala Munch * Monster Paws Masala * Puffcorn Mad Masala * Solid Masti Twisteez Masala
Market Situation * The Indian snacks market is valued around $3 billion * The
INTRODUCTION
Kurkure was born in India, grew up with India DNA, flaunted Indian attitude, and has been entertaining everyone with an endearing Indian spirit….this Block busterish brand, now, rapidly is spreading its vibrant influence to as far as West Asia. Kurkure was launched by PepsiCo’s food division Frito-Lay in 1999.
Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of Frito Lay's. After selling for two years as a Lehar sub-brand, Kurkure was launched as an independent brand in 2001. It developed a stronger identity through celebrity associations with Juhi Chawla [2003] and Kareena Kapoor [2008] well-known actors in Indian Cinema.
Kurkure inspired from Namkeens, Kurkure tasted Indian, something like Namkeens but looked contemporary and distinct…armed with its unique product proposition ‘Familiar taste in an Innovative format’, then, the brand broke the category codes and transformed the landscape of Snacking in India, both sensorially and visually! Over the years, Kurkure has gone through various stages in its evolution.
Kurkure was Frito Lay's first big hit in India and succeeded by making a host of Indian flavours possible and popular in a finger snack. Kurkure is a crunchy new age namkeen snack brand which symbolizes light hearted fun. Embodying the spirit of India, Kurkure has found a home in the hearts& minds of all and enjoys the position of a strong Love mark brand in India.
Kukure’s Product Portfolio * Chilly Chatka * Hyderabadi Hungama * Monster Paws Funky Tomato * Naughty Tomato * Puffcorn Yummy Cheese * Solid Masti Twisteez Teekha Khatta Meetha * Green Chutney Rajasthani Style * Masala Munch * Monster Paws Masala * Puffcorn Mad Masala * Solid Masti Twisteez Masala
Market Situation * The Indian snacks market is valued around $3 billion * The