Case Study: Tedhe Medhe Initiatives

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’.

Executive Summary

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

Facebook, Twitter and YouTube


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


Facebook has worked really well for Kurkure as well as YouTube as its a fun brand. Twitter apparently has not worked out that well for kurkure.

What next

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)


External Agencies


External Agencies

Falunge: helped us with videography and video editing for Spend time with Family campaign

Suitable title

Tedhe Medhe Initiatives

Fact Sheet

Name of the Company: Kurkure

Category: FMCG

Case Study submitted by: Puretech Internet Pvt. Ltd