In a creative new marketing strategy, PepsiCo has collaborated with the Indian Railways to flag off an eight-day journey on a special train called the Kurkure Family Express. The idea is to bring families across the country together on a single platform to chat and enjoy eating snacks while travelling.
Popular TV foodshow anchors Rocky Singh and Mayur Sharma will host 40 different families in this journey across India that will leave Delhi on May 16 and cover 12 stations including Sawai Madhopur, Surat, Lokmanya Tilak Terminal (Mumbai), Pune, Tirupati, Chennai, Vijaywada, Bhubaneshwar, Chitpur (Kolkata), Mughalsarai and Kanpur Central. The train was inaugurated by actors Parineeti Chopra and Kunal Kapoor on Thursday.
The journey will entail different recipe contests where families will compete with each other to win. Four winners from the four zones (north, south, east and west) will then be sent on an all expenses paid culinary trip to Europe. Families will get the chance to be the face of the Kurkure brand and get featured on television commercials and other marketing initiatives. “Families bonding over snacks and conversations have always been at the core of Kurkure,” said Partho Chakrabarti, vice president-snacks category, PepsiCo India.
The 800 sq ft exterior, as well as interior design of the Kurkure Express has been done by selected art students across the country, through a contest to bring alive their interpretation of consumers’ love for Kurkure.