Recently, PepsiCo India’s snack brand Kurkure announced the launch of two new flavours — Gazab Golmaal and Herapheri Hungama — through a TVC featuring Bollywood actor and brand ambassador Akshay Kumar. In the commercial, he is seen trying to decode the masalas of the new flavours in a never-seen-before, triple avatar role.
To further amplify the campaign, Kurkure launched a social media challenge #BaapReBaap, #KyaMasaleHain, and brought on board several influencers and celebrities to try the new flavours and guess the masalas used in it.
The brand collaborated with celebrities such as Riteish Deshmukh, Shikhar Dhawan, Bharti Singh, Shikhar Dhawan, Rajkumar Rao and Hina Khan for the challenge. These creators with massive social media following invited their fans and followers to guess the flavours of new Kurkure, and, in turn, generated huge user-generated content around the launch of the flavours.
Influencers’ posts:
The famous Big Boss duo Siddharth Shukla and Shehnaz Gill’s cute Instagram banter over the Kurkure challenge created quite a stir on Instagram.
Shukla’s post:
Gill’s response:
The association between the brand and Akshay Kumar was revealed in Kurkure’s trademark ‘OTT and quirky style’, generating massive buzz across media platforms.
By doing such a large-scale influencer marketing campaign, the brand was able to gain massive instant awareness around the launch. In less than a week, the brand garnered more than 15 million views and had to spend nearly Rs 50-60 lakh.
Sheeko Brandscore graph of Kurkure’s activity on Instagram:
Kumar was announced as the brand ambassador through a post on Kurkure’s social media handles, where he was seen chanting, “Twinkle, Twinkle sun na yaar, kuchh masaledaar leke aa raha hai Akshay Kumar” and posing with the Kurkure Masala Munch pack in a cheeky manner.
Being the family-entertainer all through its 20-year journey in India, Kurkure has always aimed to add a spark of ‘quirky masti’ into the everyday lives of its consumers through its wide array of delicious product offerings and innovative storytelling. The launch of the new Kurkure Gazab Golmaal and Herapheri Hungama flavours comes at the back of the brand’s constant drive to innovate and introduce distinct yet delicious flavours for every palate across India. The brand aims to add more youthfulness, humour and Bollywood entertainment to Indian families by associating with Kumar.
Kurkure is not consistent in its influencers marketing activities, but whenever they do, it’s always done at large scale.
Sheeko Brandscore graph of Kurkure’s 1-year performance on Instagram:
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