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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

HONEY I SHRUNK THE PAPER

ClientFRITO LAY
CategoryA02. Best Use of Magazines/Newspapers
TitleHONEY I SHRUNK THE PAPER
Product/ServiceKURKURE SNACKS
Entrant Company:JWT Mumbai, INDIA
Advertising Agency:JWT Mumbai, INDIA
Media Agency:MINDSHARE Gurgaon, INDIA
Credits
Name Company Position
Anuja Chauhan JWT ECD
Sonia Bhatnagar JWT VP & Sr. Creative Dire
Abhishek Misra JWT Creative Director
Sonia Bhatnagar JWT Copywriter
Abhishek Misra JWT Art Director
Saurabh Saxena JWT EBD

Results and Effectiveness:

• With the prominent difference in the size of the tabloid, everybody noticed their favourite daily shrunk to announce the launch of the smallest pack of Kukrure ever. The media covered it extensively, adding to the buzz. High trial rates were reported, resulting in as much as 600 tons of sale.

Creative Execution:

• The idea was to shrink India’s spiciest afternoon daily to half its size to create big buzz and announce the launch. Both Kurkure & Mid Day are full of 'Masala' (Spicy entertainment), so it was a natural fit and connect for both. • The idea behind the innovation was to further reinforce the launch of the small pack of Kurkure through an innovative communication. The main story was about sports persons who made an impact at an early age. Our TV campaign used our celebrity as a 'dwarf' to surround our media innovation. • The 32 page special edition was distributed as usual with special distribution drive in areas such as the airport, metro stations, coffee chain outlets and retail stores. Our TV campaign used our celebrity as a 'dwarf' to surround our media innovation.

Insights, Strategy and the Idea:

• Kurkure, one of the largest and most popular salty snacks brands in India, launched its range in smaller packs, affordably priced at Rs.3. The communication was to induce high trial rate for Kurkure Small packs and sustain regular consumption as part of its initiative towards penetrating deeper into the market. • Reaching out to endearing Indian families who are comfortable with the way they are and count on Kurkure to spice up their family moments. No brand has ever let them openly embrace their imperfections – the quirks, the eccentricities, the unique personal traits that make life fun. • The idea was to shrink India’s spiciest afternoon daily to half its size to create big buzz and announce the launch. Both Kurkure & Mid Day are full of 'Masala' (Spicy entertainment), so it was a natural fit and connect for both.