FritoLay, ran a media innovation on December 29 in alliance with MiD DAY Delhi to promote its home-grown snack brand, Kurkure in smaller packs.
MiD DAY shrunk in size for a day to promote Kurkure’s ‘Chottu Pack’. “This is the first time that a popular snack brand is available for Rs 3 and we wanted to communicate this to our consumers,” said Sonia Bhatnagar, VP and senior creative director, JWT. “Both Kurkure and MiD DAY are full of ‘masala’ and we saw a perfect brand fit. Also, as MiD DAY is priced as Rs 3, too, it further reiterated Kurkure’s new pricing,” she added.
MiD DAY not only reducing its size but featured a lead story with the headline ‘Small Wonders’ and a strip below the masthead that read, “’We’ve shrunk, but our masala is still big. Flip to Page 31 to discover why’.”
A special distribution drive was also launched by MiD DAY for Kurkure’s product sampling.