Kurkure Promo, Case study HONEY I SHRUNK THE PAPER by J. Walter Thompson Mumbai

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Anuja Chauhan
Art Director Abhishek Misra
Copywriter Sonia Bhatnagar
Released December 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: FRITO-LAY
Product/Service: KURKURE SNACK
Date of First Appearance: Dec 29 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Executive Creative Director: Anuja Chauhan (JWT)
Vice President/Senior Creative Director: Sonia Bhatnagar (JWT)
Creative Director: Abhishek Misra (JWT)
Copywriter: Sonia Bhatnagar (JWT)
Art Director: Abhishek Misra (JWT)
Executive Business Director: Saurabh Saxsena (JWT)
Media placement: Newspaper - Mid Day - 29/12/2009

Results and Effectiveness
• With the prominent difference in the size of the tabloid, everybody noticed their favourite daily shrunk to announce the launch of the smallest pack of Kukrure ever. The media covered it extensively, adding to the buzz. High trial rates were reported, resulting in as much as 600 tons of sale.

Creative Execution
• The idea behind the innovation was to further reinforce the launch of the small pack of Kurkure through an innovative communication. Incidentally Mid Day also comes at a cover price of Rs.3. •The innovation was supported by suitable sections in the content too. The main story was about sports persons who made an impact at an early age. Also the front page of the tabloid had a message written in a strip below the masthead that read “We've shrunk, but our 'masala' is still big. Flip to page 31 to discover why”, with that particular page showcasing a full page ad of Kurkure's small pack. Our TV campaign used our celebrity as a 'dwarf' to surround our media innovation. The 32-page special edition was distributed as usual with special distribution drive in areas such as the airport, metro stations, coffee chain outlets and retail stores.

Insights, Strategy & the Idea
• Kurkure, one of the largest and most popular salty snacks brands in India, launched its range in smaller packs, affordably priced at Rs.3. The communication was to induce high trial rate for Kurkure Small packs and sustain regular consumption as part of its initiative towards penetrating deeper into the market. • Reaching out to endearing Indian families who are comfortable with the way they are and count on Kurkure to spice up their family moments. No brand has ever let them openly embrace their imperfections – the quirks, the eccentricities, the unique personal traits that make life fun. • The idea was to shrink India’s spiciest afternoon daily to half its size to create big buzz and announce the launch. • Both Kurkure & Mid Day are full of 'Masala' (Spicy entertainment), so it was a natural fit and connection for both.