Kurkure’s "UP ka No. 1 Taste" campaign showcased its deep connection with Uttar Pradesh by celebrating the state’s authentic flavors and rich cultural heritage. The campaign highlighted how Kurkure resonates with the local tastes of UP, reinforcing its identity as the region’s favorite snack.
Brand Overview
Kurkure, a PepsiCo brand, has been a part of Indian households for over 25 years. Known for its bold and diverse flavors, it has established itself as a leader in the snack category. With over ₹1,000 crore in annual retail sales, Kurkure is loved not just in India but also in countries like the UAE, Canada, Pakistan, and Bangladesh.
Table of Contents Summary
- Introduction: Overview of the campaign’s focus on Uttar Pradesh.
- Brand Overview: Kurkure’s legacy and market presence.
- Campaign Objectives: Strengthening brand loyalty and promoting Masala Munch.
- Execution: Cultural storytelling, influencer partnerships, and targeted outreach.
- Results: Increased reach, engagement, and consumer recall.
- Conclusion: Reaffirming Kurkure’s connection to UP
Campaign Objective
The campaign aimed to:
- Strengthen Kurkure’s position as the go-to snack in Uttar Pradesh.
- Enhance consumer loyalty by connecting with regional pride and culture.
- Highlight the launch of Kurkure Masala Munch with 65% extra to offer greater value.
By focusing on cultural relevance, the campaign aimed to deepen consumer connections and build lasting brand loyalty.
The Concept
The campaign celebrated iconic elements of Uttar Pradesh’s culture, such as:
- Chikankari embroidery from Lucknow.
- Thaggoo ke laddoo from Kanpur.
- Banaras ke paan and the state’s vibrant festivals.
These traditions are best experienced in their original settings, but Kurkure brought the “No. 1 Taste of UP” to every corner of the state. Through vibrant storytelling and visuals, the campaign emphasized Kurkure’s role as a unifying snack that connects people across UP.
Challenges
The campaign faced three main challenges:
- Competing with other established snack brands in the region.
- Creating messaging that resonated with UP’s diverse audience.
- Standing out in a crowded media environment.
Execution
1. Multi-Platform Strategy
Kurkure used a mix of digital and traditional media to maximize reach and engagement. The campaign content was tailored to reflect the local flavors and cultural pride of Uttar Pradesh.
2. Targeted Media Outreach
The campaign focused on eight key cities: Bareilly, Agra, Kanpur, Lucknow, Meerut, Moradabad, Saharanpur, and Varanasi. These cities were chosen for their cultural significance. The messaging emphasized Kurkure’s bold and authentic flavors while introducing the 65% extra value pack to strengthen consumer loyalty.
3. Regional Influencer Collaboration
Kurkure partnered with regional influencers to create engaging content:
- Influencers from cities like Kanpur, Lucknow, and Banaras highlighted their local traditions, such as Kanpur’s laddoos and Lucknow’s chikankari.
- Content was shot on location across UP, blending cultural elements with Kurkure’s universal appeal.
Hero Influencer
Meethika, known for her humor and relatable style, served as the face of the campaign. Her playful stories connected UP’s cultural richness with Kurkure’s flavors, making the snack a part of every celebration.
Results
Quantitative Impact
- 107 media stories in national and regional outlets, with coverage in major publications like Dainik Bhaskar and Hindustan.
- Total PR reach of 15 million and a value of ₹19 million.
- Over 60 million social media impressions through six posts and stories, with a PR value of ₹400K.
Qualitative Outcomes
- Boosted consumer recall of Kurkure as “UP ka No. 1 Taste.”
- Increased engagement and positive sentiment on social media.
- Strengthened Kurkure’s perception as a culturally connected brand in Uttar Pradesh.
Brand Statement
Aastha Bhasin, Category Lead at Kurkure, shared:
“India’s rich cultural diversity inspires us to craft snacks that reflect local tastes. Uttar Pradesh is a significant part of Kurkure’s journey, and our ‘UP ka No. 1 Taste’ campaign celebrates its love for bold flavors. With 65% extra Masala Munch, we’re giving our fans more of what they love while thanking them for their continued support.”
