 "Kunal Kapoor sings, dances for Parineeti Chopra in new Kurkure commercial")
Popular Bollywood actors Kunal Kapoor and Parineeti Chopra are back in Kurkure Masala Munch’s newest campaign. Conceptualised by JWT India, the TV-led campaign comprises three commercials which focus on people expressing their feelings towards their loved ones. JWT was also tasked with conveying that Kurkure is now tastier and more ‘mazedaar’.
[caption id=“attachment_85230” align=“alignleft” width=“380”]
Chopra is miffed with Kapoor in the new TVC[/caption]
The film begins with Chopra at an open-air show, impatiently waiting for Kapoor to turn up from work. When he does, she is very miffed with him regardless of his apologies. She is sulking with him and he doesn’t know how to woo her back. He takes out a packet of Kurkure Masala Munch and suddenly is completely absorbed in its ’new and improved’ taste. Chopra turns out to argue with him some more, but realizes that he has disappeared from his seat.
Suddenly she sees him on stage wearing orange feathers, making declarations of his love for her through a song, complete with dance moves. She is astonished, but completely into Kapoor’s impromptu performance. She then goes on to join him on stage, and they do a little dance step. Cut to the product window and the last scene, where the couple is happy again.
Watch the film here:
Firstbiz spoke to Mythili Chandrasekar, senior vice president and executive planning director, JWT India to understand more the newest ads.
She said the starting point for the agency was the product insight. “We found that upgraded Kurkureprovided a rush of energizing and invigorating taste that left the consumer with the urge to openly demonstrate love, sharing and care. It was almost like standing up and announcing it to the world.”
Next came the communication insight, where Chandrasekar said that Indians have been culturally reticent and Indian men don’t express their love openly and freely. However, there isincreasing pressure now to be open about expressing love, today. The agency went ahead to spin this into a campaign, peppering it with the tongue-in-cheek tonality of the brand.
Chandrasekar also believes that Chopra and Kapoor’s chemistry seamlessly lends itself to the brand. “Parineeti and Kunal play the role of new age young married couple. In the film, the couple set the stage on fire with their spontaneous demonstration of love and bring alive the brand message,” she added.
Apart from TV, the 360 degree campaign will have various touchpoints such as print, radio and a soon-to-be- launched digital engagement program.
“The digital leg takes on the idea of family love and gives it a new twist. The brand will also launch a new language for family love, that we call a ‘Felfie’,” Chandrasekar elaborates. Kurkure has called upon consumers to upload ‘Felfies’, selfies featuring the entire family to win movie tickets as prizes.
Credits
Campaign: I love you
Agency: JWT India
Client: Pepsico
Product: Kurkure Masala Munch
Executive creative director: Sonia Bhatnagar
Creative director: Shikha Sud
Copywriter: Binesh Sharma
Art director: Anish Abraham
EBD: Joy Chauhan
VP: Neetika Aggarwal
Account manager: Faizyab Khan
Executive planning director: Mythili Chandrashekar
Account planning manager: Arshi Ansari
Exposure: TV, print, radio, digital