Published : May 15, 2019 04:58 PM
Kurkure, a snack brand marketed by PepsiCo, will be seen as part of shows aired on ZEE Entertainment Enterprises (ZEEL's) general entertainment channels (GECs) - including ZEE TV, &TV, Sarthak and Big Ganga. The protagonists of eight shows will bring alive Kurkure's new positioning, 'Khayaal Toh Chatpata Hai' to celebrate progressive thinking that women bring into their traditional Indian households.
Leading protagonists, namely Guddan of 'Guddan - Tumse Na Ho Paayega', Angoori of 'Bhabhi Ji Ghar Pe Hai' and Rajesh of 'Happu Ki Ultan-Paltan' among a few others, will surprise viewers with their 'chatpateykhayaal'.
Talking about the initiative, Dilen Gandhi, senior director, Marketing - Foods category, PepsiCo India, says, "With the unique integration with ZEE TV plays, we hope to continue encouraging our consumers to take unconventional routes to help their families embrace progressive thinking, while at the back of being anchored to rich Indian values. Aided by a mood uplift through Kurkure's crunch and chatpata taste, each of the protagonists will be seen delivering a thought provoking and entertaining storyline, and we hope that Indian homemakers enjoy this Chatpata twist."
The integration went live on May 13 in 'Guddan - Tumse Na Ho Payega', wherein Guddan was seen devising a plan to give her daughters-in-law a break from their routine by throwing a cooking challenge for their husbands, a chore they would be seen trying their hand at for the first-time in the show. These would lead to some challenging, yet funny scenarios at home, as the men take control of the kitchen and women take time off to relax and enjoy. Similarly, in the episodes of 'Bhabhi Ji Ghar Pe Hai', Angoori was seen enrolling for a Sunday school after a sequence of comical instances wherein she tried to convince Vibhuti and her husband, Manmohan Tewari.
"Through this collaboration we are happy to amplify 'Khayal to Chatpata hai' message across channels via our network influencers and ensure that it reaches the largest denominator in the form of engaging television content," says Ashish Sehgal, chief growth officer, Zee Network.
Prathyusha Agarwal, CMO - ZEEL, adds, "Our collaboration with Kurkure is a mark of our continued commitment to inspire our viewers every day to be their extraordinary selves. The protagonists, through evocative scripts will bring alive the synthesis of our brand philosophy with Kurkure's new campaign 'Khayaal Toh Chatpata Hai'. The collaboration will have our viewers look through the lens of celebrating Indian homemakers in a new light - a message relevant for viewers across gender, age and community."
Last month, Kurkure launched its mascot, Ms. Kurkure, who will be a part of series of advertising and marketing campaigns driving relatability and building emotional connect with the masses, through her various quirky family stories.
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