Kurkure Funjabi Kadai Masala: A perfect blend of masti and fun

Kurkure – the name itself is enough to make  one think of the chatpati gossip one had while consuming these lentil shaped lip smacking snacks. It had been almost 10 years since Frito Lay’s introduction of this chatpati snack made from rice, corn and a variety of spices. The most important aspect that attracted people to Kurkure has been the launching of different flavors, made with authentic home made ingredients. Also Frito Lay has been successful in its strategy of capturing an  all-India audience with its variety of flavors ranging from:

• Kurkure Masala Munch, with the mast masala taste to entice the senses.
• Kurkure Naughty Tomatoes, with the tangy taste of tomatoes.
• Kurkure Solid Masti-Masala Twists, with fun filled masala twists.
• Kurkure Hyderbadi Hungama, with the mouth watering Nawabi flavor.
• Kurkure Green Chutney Rajasthani style, with the perfect pinch of chatpati chutney.
• Kurkure Chili Chatka, with the finger-licking hot chilly taste.
• Kurkure Desi Beats Deewana Tamatar and Kurkure Desi Beats Dilbar Hungama, with the perfect blend of tastes to compete with  Bingo.
• Kurkure Solid Masti Teekha Meetha Khatta, giving the senses a delicious treat with its tantalizing sumptuous flavor.

Changing from being flavor oriented to being ingredient oriented has been the biggest innovation and strategic move related to the introduction of this kurkure flavor. As sound as the strategy is, equally sound is the marketing of the product – coming out with a humorous and  unique concept of advertising this product with Juhi Chawla, as usual, being the brand ambassador.

The advertisement is shot keeping Punjab as the background, as this flavor actually symbolizes the jolly and fun loving spirit of Punjab along with it being made from Punjabi masalas. Juhi has been trapped in the role of “Ma” who is serving this special dish to her special guests, when suddenly one of the guests asks about the specialty of the snack and Juhi replies saying “Ismein Ma hai”. And then suddenly she hears her son calling her. Now into the picture comes the background cue of Dilwale Dulhaniya Le Jayenge (DDLJ) in which Raj comes to meet Simran in the fields of Punjab. The latter part of the advertisement follows on similar lines, with Raj standing in the field having come to meet his mother and his mother Juhi running to meet her son. But mistakenly she hugs the scare crow in the field and on realizing her mistake she reverses and hugs her son and that marks the union of Raj and Ma, making it Rajma.

The concept in itself is very innovative and the key lies in breaking the word Rajma and coming out with a beautiful concept portraying love between a son and a mother. The sequence of DDLJ fits perfectly in to the advertisement and adds more to its flavor. Juhi as usual perfectly fits  the character. The advertisement on the whole is very light, mast and humorous and that is something that marks the real essence of the snack, it being a light and masti filled snack. Frito Lay’s marketing director Deepika Warrier has done a nice job in demystifying the ingredients of Kurkure and building  trust and a connection with the audience. After the rumors of Kurkure containing plastic ,with this new flavor of Kurkure in hand Frito Lays has bounced back with force and succeeded in building a bond with the audience.

The advertising campaign holds relevance to the promotion of the product and in my view it is indeed a great effort to pump up the sales of this tantalizing product which has already touched the billion mark in 2009.

Manisha Rana

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