The tag line of the ad reads - 'Kyunki Kahaani Mein Kurkure Hona Chahiye'
and has Chawla dressed like the character of Tulsi from Star Plus'
show Kyunki.... The second line of the ad reads - 'Now everyday
watch Juhi as your favourite bahu 9 pm onwards.'
or Juhi... does it really matter?
Speaking on the strategy undertaken by the agency, JWT senior creative
director Sonia Bhatnagar said, "We wanted to reach out to the
housewives who are the gatekeeper target audience for Kurkure because
they are the ones who are hooked on to the serials on television."
Elaborating on taking Chawla in the ad, Bhatnagar said, "We
wanted to do something special with Juhi as there is something about
her cheerful personality. She has an amazing sense of comic timing
and is not a glam doll. Instead she is a mother and a housewife
too. The ad was a great acting challenge because it needed emulating
another actor on television. Hence we zeroed in on Juhi who we felt
was right for the brand."
As of now there the ads are on television and in print but JWT
is planning a complete surround activity in the media for Kurkure.
"Outdoor ads will be soon out in Mumbai and we are also looking
at radio and cricket in the near future. The platform has been set
by the print and television ads," said Bhatnagar. The ads appeared
in Mid Day in Mumbai and Hindustan Times magazine
in Delhi today.
Kurkure's tag line 'Kha ke Mast' (Eat and be happy) has been adopted
in the new ads too as the company wants to own and adopt the word
'masti' in all its ads. Actor Sanjay Dutt's movie Munna Bhai
MBBS has been a rave in India and more so in Mumbai because
of the Mumbai lingo that is so rampant in the movie. Kurkure cashed
in on the success of the 'bole to' lingo and incorporated it in
its ads which reads as - 'Masti Bole to Kurkure.'
If masti (fun) and Kurkure are synonymous with each other, so are
masti and Juhi... and what better than having a coup of sorts by
having all three (Juhi, Kurkure and masti) packaged together.