Project Type
Campaign Design
Kurkure
This project was a student campaign project. We chose Kurkure as our brand. We wanted to create something fun, and Kurkure's brand identity was perfect for us to follow. As a group of 5, we came up with a full campaign for the brand Kurkure. The project lasted 5 weeks and includes the pre-launch, launch and sustenance. We have followed Kurkure’s recurring theme of showcasing family and their quirky and energetic approach towards advertisements and prior campaigns.
Research
Consumer Market Study
For Consumer market study the main factors we looked at were: - Target Audience - Consumer Characteristics - Buying Decision Process - Purchase Decision - Consumer Psychology - Brand Choice - Technological Factors - Political Factors - Economic Factors - Social Factors - Legal Factors - Environmental factors
Target Audience
- Kurkure focuses on several variables such as age, income level and gender. - Kurkure mainly focuses heavily on children and young people - It is a generalized product for any sex - Income level: It is easily adorable and company is trying to give more or less making BEST VALUE OF MONEY - It targets customer’s lifestyle, tastes and personal values - Standardized taste and variety of flavours- impacts positively on individual’s customer satisfaction - Customer value: Flavoured snack, Affordability, Branded company product, attractive packaging, Availability, Quantity, Emotional sentiments
Competitor Analysis and SWOT Analysis
Brand Personality
Kurkure is portrayed as a fun-loving individual with plenty of quirks and imperfections, embodying the essence of a typical Indian household. Over time, it has evolved from a unique snack to a staple of Indian snack time, symbolizing relatable human quirks. The brand represents wit and quirkiness, aligning with the lively spirit of India. Its distinct flavor, crafted from common Indian kitchen ingredients like Rajma, pulses, and local spices, offers a comforting, homely sensation.
Campaign Planning
Get - To - By
GET- People from all generations TO- Buy Kurkure over other brands in a highly saturated market of snacks BY- Making a customer remember how old Kurkure as a brand is and connecting it with traditions in a fun way
Campaign Ideas
Showing Kurkure as something which is being passed down from generations after generation. Using memories of people and integrate Kurkure in them Connecting Kurkure and traditions in a fun way by weirdly integrating Kurkure in old family traditions
Ideas for Traditions
- A series of portraits of family ancestors holding a packet of Kurkure. - Decorating Christmas tree with Kurkure. - Family sandook with Kurkure in it. - Never forgetting to pack Kurkure for every family trip. Here are some rough Iterations.
Promotion
MEDIA STRATEGY Kurkure is a quirky brand that prides upon its ‘Tedha’ nature. The brand celebrates the quirkiness present in desi folks and this same quirkiness drives Kurkure’s communication strategy, both online and offline. The brand is present on 3 social media platforms – Facebook, Twitter & YouTube – their one of the most effective one is Facebook. Facebook Facebook is the most apt platform for a brand like Kurkure. When your communication is quirky and whacky, you are definitely bound to have lots of interactions on your page.
Campaign Visuals
My Contribution
- Ideation Process - Photography shoot (Camera person) - Main campaign slogan digitise - Key Visual Digitise - Podcast Trailer editing
Tagline
For the tagline I wanted to do something quirky and colorful. I decided I wanted to take colors from the Kurkure packaging which are orange, green and blue. I started of by looking at different quirky fonts and trying different iterations. Finalized Font- Marvin Regular
Key Visual
For the Key Visual we wanted to follow Kurkure’s recurring theme of portraying family. We thought of showing a family in 2 different ways: - Kurkure tree - Family frame For the visual style we chose photography with illustrations. We started off by brainstorming some ideas of how we can implement the tree. The first step was to conduct the photoshoot. Photoshoot for both the ideas was conducted within one day and I was the camerawoman.
Final Visuals (Tree)
I used different pieces of Kurkure and arranged them in a composition to photograph the tree. I also photographed seperate Kurkure peices so I can add any more branches that I needed while editing. At the end we decided to go forward with the family frame visual and this one was put on hold.
Campaign
Time Flow
Together the campign would last approximately 4 months and 2 weeks.
Pre Launch
For the pre launch we thought of releasing a 5 episodes long podcast featuring guests who will talk about their atpate traditions. This podcast will be a available on youtube and spotify and will be played on radios. Episodes will be released weekly. Pre Launch will also include creating a buzz on Instagram by uploading regular posters and posts related to the podcast.
Launch
The main key visual is added along with a series of gifs showing atpate traditions with a twist of kurkure
Sustenance
Snapchat Filters and a series of gifs which shows people’s atpate family traditions.
