PepsiCo India has launched a new butter masti variety of its Kurkure corn puff snack, combining the flavour of butter with a slight spiciness.
Available in three separate size formats with prices of ₹8, ₹15 and ₹25 ($0.13, $0.23 and $0.39), the new snacks reflect Indian cuisine’s love affair with butter – from butter chicken in Punjab to butter masala dose in Tamil Nadu – PepsiCo India said. Kurkure butter masti also incorporates the heat and flavour of chilli peppers, as symbolised by on-pack cues.
Its launch will be supported by a television marketing campaign featuring Hindi actors Kunal Kapoor and Parineeti Chopra.
PepsiCo India’s director and category marketing head for snacks, Rajiv Mathrani, said: “Kurkure has been at the forefront of innovation since its launch and the brand resonates very well with Indian values, which are traditional yet blended with a modern outlook. The new flavour butter masti is our ode to India’s love for butter and spice. Butter masti is another pioneering effort in its category from Kurkure. The campaign talks about the great taste experience of butter masti exemplified via the campaign line ‘butter ka mazaa, Kurkure ka tadka’. Parineeti Chopra and Kunal Kapoor have done a great job in adding magic to the campaign.”
Sonia Bhatnagar, senior vice president and executive creative director of advertising agency J. Walter Thompson, added: “Kurkure has never done a flavour as dreamy as butter. All its flavours so far are full of bite. So that’s what we zeroed in on. The two extreme states brought together in one pack. The slow motion dreaminess of butter laced with the legendary bite of Kurkure. Those moments in life that start out eyes shut romantic till you land back on earth eyes wide open!”
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