Decoding Kurkure's TV-heavy content plan

At a time when most of the brands are overtly choosing the digital medium for their content initiatives, the mega content initiative on television by PepsiCo India’s snacking brand Kurkure established how television is an effective medium to reach masses.

With an objective to emphasize the importance of celebratory, fun moments with family, Kurkure recently executed a unique integration with four leading GECs from Zee Entertainment (Zeel) including Zee TV, &TV, Sarthak and Big Ganga for in-show integration of the new positioning ‘Khayaal Toh Chatpata Hai’. As a part of this unique association, 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 are surprising viewers with their ‘chatpatey khayaal’. These integrations are on prime time across three languages - Hindi, Bhojpuri and Odia.

Dilen Gandhi

Explaining the rationale behind going big on TV for content, Dilen Gandhi, Senior Director, Marketing – Foods Category, PepsiCo India, said, “Even today, when technology has picked up so much and our consumers are exploring the realms of digital and social media, our target audience in Tier 2 and Tier 3 states like Uttar Pradesh, Bihar, Jharkhand, Orissa and Kolkata likes to watch television at home. As our consumers are continually evolving, it is imperative that we evolve with them and provide them with personalised experiences that they seek.”

“The content that our audience consumes on television is not just a daily dose of entertainment for them. They live and grow with the characters they relate to and take massive inspiration from them. Our unique integration with Zeel reiterates the commanding nature of television as a marketing tool,” Gandhi told BuzzInContent.com.

Besides the in-show integration, the brand also tapped the digital platform to reach out to its audience in a big way.

The brand’s digital brand mascot, Ms Kurkure unfolded another exciting chapter in its journey with ‘Khayaal Toh Chatpata Hai’. Ms Kurkure takes a dig at conventional thinking in a light-hearted way. Ms Kurkure is helping the brand create a unique brand identity on the digital platform – making it stand out in the clutter.

Even as social media has become mainstream with easy access to data and high mobile penetration, it has resulted in clutter.

Gandhi pointed out that the principle of marketing was timeliness. However, how different principles are being applied are changing in a distinctive way and the present is no different. 

According to him, there are three big trends emerging in the FMCG sector. First is that consumer media consumption is fragmented with more choices for them being everywhere. At the same time, increased access to digital media has led to further fragmentation. And lastly, market places have become crowded leading to more clutter.

Even as Gandhi emphasised that Kurkure being a social brand thrived in breaking this clutter through its unique positioning, the TV-heavy content plan was to achieve assured reach.

Speaking on the choice of Zee network channels, Gandhi said, “Kurkure’s target audience comprises of Indian homemakers who are leading the change in the family. PepsiCo and Zeel share great thought synergies and our association goes long back. Our brand philosophies intersect beautifully when it comes to connecting with the Indian masses. Zee TV with its brand ethos of ‘Aaj Likhenge Kal’, has stood for inspiring viewers to take charge of their destiny and work proactively in the present to build an extraordinary future. &TV, the youngest GEC in the Zee portfolio is best suited to cater to Indians — the multifaceted, progressive, blooming mindset viewers who want to be ‘more'. This collaboration is helping us amplify our brand positioning of ‘Khayal to Chatpata hai’ across channels.”

Through these collaborations, Kurkure humorously navigated age-old conventions like married women of the house have to cook, even on Sundays, Working women can't take a break, women shouldn't learn how to drive, women shouldn't start new businesses at all.

“The protagonists, be it Zee TV's Guddan or &TV's Angoori Bhabhi, are the Indian viewers' most sought-after dinner table companions who they not only connect closely with but also draw inspiration from. These shows perfectly blended and brought alive Kurkure’s brand story in a context that’s relevant to Indian families. All the shows selected were top-rated shows of ZEE TV,” he added.

When asked what differentiates Kurkure’s integration from many other brand integrations with television shows in the past, Gandhi said, “We wanted to reiterate our positioning of showcasing progressive thinking through homemakers who play a critical role in bringing together our families. While a lot of brands are doing brand integrations and in show product placements, we wanted to tap our audience in a unique manner by driving inspiration towards progressive thinking through their favourite TV characters. We decided to be a part of the script and the storylines of the top serials and mix them up with our ‘chatpata’ twist. The unique integrations with Zee TV’s leading shows bringing alive Kurkure’s new positioning are making it more creative and meaningful.”