Kurkure Success Story
Over 5000+ posts from customers Made customer Engagement spicier
Social Media launch of brand new super spicy flavors from Kurkure. Ith a Ensure the digital and social visibility of the brand along with awareness of the product to boost product sales.
About the Brand
Kurkure is a brand of corn puffs, produced and developed by PepsiCo India, the Indian division of PepsiCo. Named after the Hindustani word for "crunchy", the snack was developed in India. It was launched in 1999 as Leher Kurkure. A product created to ignite Indian tastebuds, Brand Kurkure has won the hearts of many Indians and has become a go-to snack for families. “Akshay Kumar” was the brand ambassador for their new flavors.
Awareness and recognition of the New flavors with impressive market penetration and social outreach was the primary ASK from the Brand. Kurkure wanted to reinforce the digital and social brand presence of the new flavors as soon as the product went on-shelf for sale. Kurkure is a brand that appeals to all Indians across all tiers and age groups, they wanted a campaign that would appeal to everyone. Their focus was North and East India markets.
The Campaign was created for the brand in Hindi, Punjabi, Bengali, and Odia with an aim to connect and influence the audience. The solution had two components Video-based Ads: Akshay Kumar’s Kurkure Video ads were widely distributed on the app. Branded Hashtag Campaign: The spiciness of the product made it unique, hence the campaign #BAAPREBAAP synchronized well and users were asked to create content with the Kurkure sticker. The theme lauded the scenario where a user tastes the new flavor of Kurkure their head will burst with the intensity of spiciness. To meet Kurkure’s Product launch objective, we created an overall solution to connect the Brand Kurkure to the audience in their language.
While the mass media did a brilliant job of campaign awareness, Sharechat played a crucial role in building consumer engagement for the two new flavors of Kurkure. The campaign caught up well with the audiences and the response was tremendous with over 5000+ User-generated content In-app postings. Vernacular features of ShareChat helped Kurkure reach its audience and beyond in their native language and thus drove a strong affinity towards the brand.
What's special for the brand
Branded hashtag challenge helped the brand create an influential outreach and communicate the flavor with the audience in a unique way.
While the mass media did a brilliant job of campaign awareness, Sharechat played a very crucial role in building consumer engagement for 2 new flavors of Kurkure. We got a tremendous response with over 5000+ UGC. The Language feature of ShareChat helped Kurkure engage with the audience in their own native language and thus drove a strong affinity for the brand. -Avinash Choudhary, Senior Brand Manager, Kurkure
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