Daily Insight: PepsiCo wants consumers to opt for Spicy instead of Sweet for Festivals in India
Traditionally sweets are associated with celebrations and festivals in India. PepsiCo has introduced KurKure Gift Box urging consumers to to shed the usual formality and sweetness with a dose of chatpatapan or spiciness. This year, Kurkure’s new Festive campaign, in its true signature style, encourages people to do away with the usual overdose of artificial sweetness & obligations and embrace their spicy nature. In the words of Partho Chakrabarti, Vice President, Snacks Category, PepsiCo India: “Kurkure has always endeared itself to consumers with its infectious transformational spirit that has given families a strong reason to have fun together. This year our campaign encourages one and all to shed the usual formality and sweetness with a dose of chatpatapan that we are sure will strike a chord with consumers.”
Kurkure will has launched special edition Kurkure gift packs for Durga Puja, Rakhi and Diwali. Available in all modern trade, traditional trade outlets, consumers can also order their Kurkure Gift Box on Amazon.in. The limited edition gift packs will be available across retail outlets and are priced at Rs.60, Rs. 90, Rs.120 and Rs 150.
The Festive gift box introduced for Rakhi festival includes a beautiful rakhi inside apart from 4X Kurkure Puffcorn Snack, 3XKurkure Masala Munch Snack, Kurkure Chilli Chatka Snack and the new Kurkure Butter Masti Flavored Snack. The 368g gift box is priced at Rs 150.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.