Extreme reactions: Juhi Chawla in action mode

By , agencyfaqs!, New Delhi | In Advertising | December 28, 2007
Chawla is performing stunts in a complete role reversal from her usual bubbly image in the new TV ad for Kurkure

Hindi & #BANNER1 & # 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.

Juhi Chawla bites into
the new Kurkure...

...and takes a leap...

...and a jump.

Kurkure's product shot
Targeted at the youth, Kurkure Xtreme is for those who are always game for a challenge and ready to indulge in exciting experiences for their sheer thrill. Shot in Jodhpur, Chawla is shown tasting the new Kurkure variants. Immediately, her persona gets electrified and she starts taking giant leaps across the city.

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.

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