MAM
Kurkure’s new ad with Juhi Chawla rides on Tulsi bahu’s success
MUMBAI: Wondering what Juhi Chawla is doing posing as Tulsi of Kyunki Saas Bhi Kabhie Bahu Thi in a leading newspaper today?
Here’s what. Lehar Kurkure (a Pepsi Foods brand) is attempting to target housewives through their new ads using the bubbly actor. And since the soap sagas are most popular among the housewives who are the key decision makers in matters in the family; JWT Delhi, the creative agency for Kurkure, decided to target just them by making a spoof on the popular show.
Tulsi or Juhi… does it really matter? The tag line of the ad reads – ‘Kyunki Kahaani Mein Kurkure Hona Chahiye’ and has Chawla dressed like the character of Tulsi from Star Plus’ show Kyunki…. The second line of the ad reads – ‘Now everyday watch Juhi as your favourite bahu 9 pm onwards.’
Speaking on the strategy undertaken by the agency, JWT senior creative director Sonia Bhatnagar said, “We wanted to reach out to the housewives who are the gatekeeper target audience for Kurkure because they are the ones who are hooked on to the serials on television.”
Elaborating on taking Chawla in the ad, Bhatnagar said, “We wanted to do something special with Juhi as there is something about her cheerful personality. She has an amazing sense of comic timing and is not a glam doll. Instead she is a mother and a housewife too. The ad was a great acting challenge because it needed emulating another actor on television. Hence we zeroed in on Juhi who we felt was right for the brand.”
As of now there the ads are on television and in print but JWT is planning a complete surround activity in the media for Kurkure. “Outdoor ads will be soon out in Mumbai and we are also looking at radio and cricket in the near future. The platform has been set by the print and television ads,” said Bhatnagar. The ads appeared in Mid Day in Mumbai and Hindustan Times magazine in Delhi today.
Kurkure’s tag line ‘Kha ke Mast’ (Eat and be happy) has been adopted in the new ads too as the company wants to own and adopt the word ‘masti’ in all its ads. Actor Sanjay Dutt’s movie Munna Bhai MBBS has been a rave in India and more so in Mumbai because of the Mumbai lingo that is so rampant in the movie. Kurkure cashed in on the success of the ‘bole to’ lingo and incorporated it in its ads which reads as – ‘Masti Bole to Kurkure.’
If masti (fun) and Kurkure are synonymous with each other, so are masti and Juhi… and what better than having a coup of sorts by having all three (Juhi, Kurkure and masti) packaged together.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
