In the year 1999, this Indian brand was launched under the ownership of PepsiCo.

Kurkure has been presented as a fun snack that can be eaten at all times.
Kurkure was specifically launched to grab the namkeen market and to do so it followed a
very well scripted promotional policy. The brand invested heavily towards
productinnovation and its marketing policies. In order to keep its image vibrant and
sparkling it has come up with various winners. The companys first campaign had the
line Kya karein control nahi hota and it created the image of irrestible and appealing
munchies.
The next campaign succeeded in capturing the imagination of the nation with its tagline Jo bhi khaye kha ke mast.The idea was to present the unique flavor of the product
to the common person. Once the company had established its firm footing in the market
it started highlighting about its values, taste and the distinct Indian flavor. Later it
decided to accept the most challenging of all challenges, which was to project its product
as a snack that a family eats together. In the year 2004, in a surprise move the brand
roped in the actor Juhi Chawla as its brand ambassador. Rest they say is history. The
bubbly and homely actor proved to be a blessing in disguise for the brand and took it to
heights that even the brand had not imagined.
Over the years, the association continued where Juhi and kurkure became synonyms of
each other. Later it presented kurkure as an evening snack to be eaten with the family
members at teatime. The most successful of the kurkure taglines has been Teda hai par
mera hai featuring first Juhi Chawla and later a happy family with Parineeti Chopra,
Kunal Kapur, Boman Irani and Farida jalal. The company also launched a scheme where
special gift packs were launched during the Diwali season.

December 15, 2012 (Kurkure Family)

Kurkure, the snack food brand from the PepsiCo stable, has announced the
launch of a new campaign that will feature a host of new actors; the Kurkure
family will now include Kunal Kapoor, Parineeti Chopra, Farida Jalal, Boman
Irani, Ramya Krishnan and child actor Shivansh. The modern, eccentric and
'nationally-integrated' family (Krishnan is the South Indian bahu in the

noticeably North Indian family) will reiterate the brand philosophy, 'Tedha Hai
Par Mera Hai' and its essence, 'Twist on Tradition'.
Each actor portrays a character that denotes Kurkure's varied products. For
instance, Jalal plays a social butterfly grandmother, Irani is the elder son and
a chhupa rustam, while Krishnan is a perfect daughter-in-law. Then, there is
Kapoor, the younger son, who believes he is Bollywood material but is a
banker by profession. Chopra acts as Kapoor's wife, who is modern in her
outlook but, at the same time, respects traditions. Shivansh acts as
Krishnan's son, who constantly binges on Kurkure.
Taking its cue from a great family drama, the first television commercial will
introduce the family to the viewers. It will run for three weeks, after which
the campaign will feature new products. Interestingly, long-time brand
ambassador actor Juhi Chawla will continue to be associated with the brand.
Even its website features her image.
Nalin Sood, executive vice-president, foods, PepsiCo India, says that the
actors were chosen after careful screening. "Their individual personalities
had a major role to play. Each is entertaining and quirky, which is perfect for
the brand. Our latest initiative is a never-before innovation to create a mega
brand strategy that translates into a mega creative strategy," he adds.
In the context of a home the 'Teda hai..' means family members who accept
one another for who they are, despite eccentricities. Sood notes that the new
campaign is the brand's biggest since its launch in 1999 in India.
Mythili Chandrasekar, senior vice-president and executive planning director,
JWT India, says that rather than repositioning, the new campaign attempts to
refresh the brand and expand the perspective beyond the housewife, "The
idea is to make the brand more appealing to young and modern consumers
and give an aspirational look and feel."
While there is no fundamental change and the brand continues to portray the
great Indian family, the execution has changed. The creatives infuse a lot of
excitement and fun and showcase new taste stories through each member of
the family, address new cohorts (men, women and children) and occupy
more consumption occasions, she discloses.