film actress Juhi Chawla, the brand ambassador for Kurkure, is performing James Bond type stunts in the new TV ad for the snack brand. Chawla is in a completely new avatar in her attempt to promote the latest Xtreme variant from Kurkure, which comes in two flavours, the fiery Risky Chilli and the tangy Electric Nimbu. She is seen performing stunts and creating imagery that is a direct contrast to her usual bubbly image.
the new Kurkure...
Sonia Bhatnagar, assistant vice-president and senior creative director, JWT, says, "The entire inspiration for this TVC germinates from the new flavours that have been launched in the Xtreme range. The brief was to go extreme on the presentation."
Bhatnagar says, "Executing the script was extremely tough. Juhi has never performed any stunts prior to this. Wiring her up and making her perform the stunts was a challenge in itself. We used doubles at times, but Juhi performed most of the stunts."
The communication is in line with the nature of the product. Deepika Warrier, marketing director, PepsiCo India Holdings, says, "The new Kurkure Xtreme flavours, Risky Chilli and Electric Nimbu, are two extremely intense flavours that have been specially designed against the insight that consumers love full-on flavours which push their limits and give them a sensory overload. With Xtreme, Kurkure offers a bold, new adventurous experience, not just to its loyal consumers, but also to the youth."
The ad has been directed by Abhijit Chowdhari of Black Magic Motion Pictures in the fortress town of Jodhpur in Rajasthan. It is on air currently and will also run in cinema halls.