MAM
Kurkure partners with Paytm for 100% cashback festive offer across portfolio
MUMBAI: Kurkure, India’s most loved snack brand, has unveiled its most chatpata and exclusive cashback offer for its consumers in partnership with the largest digital wallet, Paytm. This unique, one-of-a-kind association will provide a guaranteed 100% instant cashback to the consumers up to 5 times in bank accounts linked with Paytm UPI during the festive season. The consumers across the country can avail the attractive offer on all Kurkure variants including Kurkure Masala Munch, Kurkure Solid Masti and Kurkure Puffcorn. The offer is available on all INR 10, INR 20 and INR 35 packets allowing consumers to enjoy their favorite snack for up to 5 times.
Kurkure always aims to add a spark of ‘quirky masti’ into the everyday lives of its consumers through its wide array of delicious product offerings and zany advertising. The brand’s all new bumper offer with Paytm brings an exciting twist and zing to consumer’s lives during the festive season. Valid for multiple redemptions, the limited period offer is the perfect excuse for sharing and enjoying the festivities with friends and family.
Kurkure’s tie up with Paytm will drive high impact awareness on this offer through a massive Above the Line campaign throughout October. Kurkure has also tied up with the high impact reality show Bigg Boss where the consumers will see the housemates availing the offer soon.
Expressing his thoughts on the association, Mr. Dilen Gandhi, Sr Director, Marketing – Foods Category, PepsiCo India, said, “Innovation has always been at the core of Kurkure and has been driving us towards delivering pertinent offers to a constantly evolving audience. Kurkure’s unique initiative is a never before offer by any brand wherein we are offering a guaranteed, instant and 100% cashback that can be redeemed 5 times per mobile number throughout the season. We are extremely excited to be doing this on the fast evolving digital medium through our partnership with Paytm and are confident that the collaboration will enhance our efforts to lure the audience to indulge in chatpata snacking during the festive season.”
Sharing her excitement, brand ambassador, Taapsee Pannu, said, “I love snacking on Kurkure and feel great to be a part of the Kurkure family. The brand has always portrayed a sparky twist to everyday moments that are relevant, topical, and have the potential to be remembered even years after! This is my second film with the brand and the storyline is exemplary yet again. We live in a digital world and are increasingly shifting towards cashless purchases. I am sure the consumers are going to love this never seen before ‘10 pe 10’ cashback offer. Imagine you go out with Rs 50 and come back home with 5 packets of Kurkure and still with Rs 50 intact! It is an extremely unique, exciting and chatpata initiative.”
Speaking about the association, Siddharth Pandey, Vice President – Paytm said, “We have always believed in optimizing our efforts to understand and serve our consumers better. Our association with Kurkure, which has been a favorite snack brand across the country, demonstrates our commitment to provide a wide array of new & innovative offers & promotions to our consumers.”
The 20 seconder chatpata TVC features Taapsee Pannu in a quirky yet retro avatar riding a bicycle. She is seen chasing a pilot who is about to take off, in a bid to tell him about the new offer of guaranteed 100% cashback on purchase of Kurkure. The news gets the passengers excited as they pop their heads out of the windows and the film concludes with the excited pilot jumping off the plane to avail the offer.
Senthil Kumar, Chief Creative Officer, JWT was quoted saying, “Kurkure has always been about quirky advertising that shows a witty twist to the ordinary. The Kurkure Paytm creative communicates the brand’s thrilling offer in a simple and clear way and is still quirky, OTT and keeps the brand’s humor at the heart of its advertising. With our integrations in impact properties in Big Boss where the housemates make the most of Kurkure’s 100% cashback offer multiple times, we are sure we will drive high reach for this offer on Kurkure range this festive season”.
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
