Kurkure (pronounced Kur-Kur-ay) is a spicy snack that's quite popular in major urban cities in India. The brand had to be launched in the state of Tamil Nadu, where it would compete with other locally made snacks and short eats. The objective was to ensure Kurkure grows in popularity in Tamil Nadu by telling them it’s a really spicy snack (which makes it perfect for people in South India who prefer their food spicier than normal) in an innovative manner.

Kurkure’s hot and spicy flavour needed to be conveyed in a startling manner. Since smaller towns were targeted, an on-ground innovative promo seemed like a practical (and inexpensive) way to generate buzz around the brand. The execution literally vivifies the fact that Kurkure is fiery hot. A planted stunt man munching on a pack of Kurkure in a busy street and actually bursting into flames. Once the flames are extinguished, the stuntman announces to the startled crowd that Kurkure is really hot and tasty. After which he distributes packs of Kurkure to the people gathered.

Kurkure is quite popular in North India. Attempting to spread this popularity, the brand was launched in Tamil Nadu, a key market in South India in February 2006, and this on-ground promo was one of the elements in the brand launch. Over the last two months the brand has grown by 130% in Tamil Nadu and by 32% in India. The effectiveness of this on-ground promo has led to the idea being taken forward in other medium over the next few months.

Kurkure’s competition is a lot of locally made fried food and snacks that are served on street pavements. In addition, this is where most of Kurkure’s target group is to be found. Creating an on-ground promo like this creates a lot of buzz and excitement around the brand and visually vivifies the brand promise of ‘fiery hot’ to the target audience. In addition, the event gathered attention in press and was written about in media, thus adding to the buzz of the event.