In the ‘tedha hai par mera hai family’, PepsiCo India appears to have found the perfect ingredients which will help its salty snack brand Kurkure transform into a ‘mega brand’
Remember the Kurkure ad where actress Juhi Chawla as the joshing Punjabi housewife tries hard to get her tedha relative Montu married, and at the end of the commercial she says, ‘‘Tedha hai par mera hai”. Launched in 2008, the positioning was based on the insight that people are no longer striving to be perfect but instead are comfortable in their own skin. They like being imperfect.
Needless to say, the snacking brand Kurkure, from the house of PepsiCo India, has always remained true to its positioning. Interestingly, it seems the quirkiness has worked for the brand. “Kukure was launched in 1999. Since then the brand has been in India for the last 13 years and has built the category of snacking so much so that consumers today say, ‘I want Kurkure’.” said Vidur Vyas, marketing director, foods, PepsiCo India. Vyas attributes two reasons behind this success. First the ingredients of the product — rice, corn and masala belong to the kitchen of an average Indian household. “And secondly, over the years the brand has made itself relevant to Indian culture based on various consumption habits, right from being a tea time snack, to the launch of festive packs during Diwali, Durga Puja and Ganpati Utsav,” added Vyas.
Now after years of showing various crazy aspects of a family, the brand has taken a step forward with the introduction of a madcap family called the ‘tedha hai par mera hai’ family whose members include the ‘social butterfly’ grandmother, ‘Chupa Rustam’ — the elder son, ‘Perfect Bhabhi’ — the elder bahu, ‘Bollywood Banker’, — the younger son, ‘Bahu Remix’ — the younger bahu, and ‘Bhukkad’ — the grandson of the family. All the members of the family are played by different cine stars. “We wanted to transform Kukure into a mega brand and this campaign allows us to do it exactly in a way we want to — which is by making the brand appealing to various age groups in a family. This family has provided a platform to say several stories at the same time as each member of the family is an advocate of one kind of product. For example, Kukure puff corns and monster balls are loved by the grandson of