PepsiCo’s Kurkure has unveiled its new brand ambassador – Taapse Pannu. However, that’s not the only change they’ve made to their advertising campaigns. The brand recently launched its new positioning with ‘Khayal toh chatpata hai’ and featured the actress in a TVC for the same. The new positioning aims to celebrate younger, more progressive homemakers and the changes that they bring into Indian families.
This is a first for the brand as it has never attached a social message with its campaigns before. According to VP, Jagrut Kotecha, “As Kurkure enters a new and exciting phase with ‘Khayal Toh Chatpata Hai’ positioning, we are thrilled to be carrying forward this journey with Taapsee, who resonates well with the brand philosophy. With the new positioning, we aim to celebrate the forward-thinking brought in by today’s homemaker and Taapsee who is an inspiration to them, and has proved her strength and mettle by taking on unconventional roles, in movies and beyond, is a natural fit,”.
The campaign has been crafted by JWT India. The ad shows the actress coming jubilantly, exclaiming that she’s just landed a job for a news anchor. To this, her aunt replies that she shouldn’t work, and should pursue a hobby instead. To get her own way, the actress then demonstrates how bad she is at the suggested hobbies and drives the aunt insane. Finally, for the sake of her own peace of mind, the aunt tells her to go out and work.
Taapsee Pannu – A rising star
Taapsee Pannu has currently signed on 10 endorsements and is rising in the film industry. After critically acclaimed movies like Pink and commercial films like Judwaa, the actress is set to appear in her next film with Amitabh Bachchan, Badla. According to sources, the actress earns close to 10-15 Crore INR every year just from her endorsements.
On being asked about the decision to bring the actress on board, MD Manish Porwal of Alchemist Marketing and Talent Solutions said, “Pannu speaks her mind and comes across as a hardworking self-made woman who is relatable as well as aspirational—two key attributes that any youth-centric brand would like to leverage. Going forward, her brand value will soar,”
As per Nielson data, Kurkure owns a market share of 31% in the chips segment, followed by ITC’s Bingo, which has a 30% share. The salty snacks market in India is currently worth 23,000 Crore INR.