IndiaSocial Case Challenge – edition 2
Category: Best Strategic programme
Title: Tedhe Medhe Initiatives
Share a little about your organisation/ brand
Launched in 1999, Kurkure soon became the perfect Namkeen snack of the nation. Our inimitable taste coupled with superior quality has made us the choice of millions and an inevitable part of their families. We have constantly innovated over the years to keep ourselves continually relevant to ever evolving generations, going from being an integral part of the tea time ritual to bringing fame and joy to faceless individuals (via the Chai Time Achievers’ initiative) to being the epitome of ‘Tedhapan’.
Kurkure Campaign has seen a lot of fun times and family interaction during this period.
Nature of the programme/ activity/ campaign
Business to Consumer
Duration of the said programme/ activity/ campaign. Start date-end date
Start Date: 10 November 2010 End Date: current
Started with ‘Spend time with you Family’ Campaign
To interact and engage with consumers to create buzz about events and campaigns sponsored by Kurkure to get feedback from consumers and build positive conversations around the brand
Strategy and Planning
Agreed Strategy: To establish Kurkure as the Family snack
Consumers and Online enthusiast
Choice of channel/s
We started with acquiring the online platforms for Kurkure and then when about developing then and made it engaging over the time for the audience. We worked with a design team and technical team for this
Impact and Outcome
we have received over 90,000 fans and over 3000 views on YouTube
Currently we are handling Kurkure’s Ingredients of India Campaign
Kurkure You are the Best.. Just received my Kodak Cam..
Loved the Red Beauty..
Thanx a lot for the same..
Special thanks to Simi Mehta Mam and Suvit Bajaj Sir..and the whole Pepsico team..
You guys Rock..
No wonder why Pepsico has such a big brand name..!!
Shah Vishal (Contest Winner)
Falunge: helped us with videography and video editing for Spend time with Family campaign
Tedhe Medhe Initiatives
Name of the Company: Kurkure
Case Study submitted by: Puretech Internet Pvt. Ltd