Bollywood Actor Boman Irani and Director Meghna Gulzar receive India’s 1st ever family food train – Kurkure Family Express in Mumbai
Surprise visitors Red & Chuck Angry Birds and other celebrities including actors Boman Irani, Ramya Krishnan & Abir Chatterjee; Director Meghna Gulzar; and RJs Annu Kapoor and Kiku Sharda engage and entertain families during different legs of the journey
Food aficionados Rocky and Mayur host families for fun games and culinary extravaganza
Kurkure, the iconic Indian namkeen snack brand from PepsiCo, today announced arrival of India’s first ever family food train, the “Kurkure Family Express” in Mumbai. Boman Irani, the celebrated actor and Kurkure Family Brand Ambassador; and Meghna Gulzar, Bollywood Director received the train at the Panvel Station. Families from the North disembarked and a new set of families from the West boarded the train for the next leg of the journey till Chennai. Both Meghna and Boman, also boarded the train to join the families for a quick fun culinary journey till Pune.
Angry Birds Red and Chuck from the upcoming Angry Bird movie were also present at the Terminal to receive and engage with the families and kids from Delhi and Mumbai. Food aficionados Rocky Singh and Mayur Sharma will host the families and engage them in fun games and food contests over the course of the journey. Additionally, actors Ramya Krishnan and Abir Chatterjee, and popular faces in the entertainment industry such as Annu Kapoor (Suhana Safar with Annu Kapoor) and Kiku Sharda (BIG Magic’s Akbar from Akbar Birbal), and famous RJs like Balaji, Rani, Sumanta are also engaging and entertaining families during different legs of the train journey.
“To celebrate the diversity of Indian cuisine and the tradition of family; and also address the modern day challenge of reducing interactions between families, Kurkure undertook this unique initiative, that bring families together for positive experiences over food and fun,” said Partho Chakrabarti, Vice President- Snacks Category, PepsiCo India.
At the end of the eight day journey covering 14 States in India four lucky families will win an all-expenses paid culinary trip to Europe. Families will also have a chance to be the face of the Kurkure brand and get featured on Television Commercials, Digital platforms and other marketing initiatives.
Speaking at the occasion, Boman Irani, Actor and Family Brand Ambassador, Kurkure said, “I have always enjoyed being a part of the Kurkure brand campaigns. The institution of family and snacking are an integral part of being Indian and Kurkure – the brand brings that alive in amazing ways. I am extremely excited to board the Kurkure Family Express. It promises to be a fun filled journey and an unforgettable experience.”
Film Director, Meghna Gulzar, who also boarded the train from Mumbai said, “Trains journeys are all about being together, fun, laughter, conversations and of course, a food extravaganza. But more importantly, they are about slowing down, getting time to enjoy with one’s family, catching up on each other’s lives and rediscovering lost conversations. The Kurkure Family Express is a brilliant concept to help families enjoy the journey rather than just reach the destination.”
Kurkure recently introduced 15 new snack offerings including regionals flavours such as Solid Masti Masala and Chiwda Mix for the West. The full portfolio will now be available in 150 different pack offerings to cater the diversity in palettes, size preferences and budgets of Indian consumers.
Kurkure also announced a new promotion with Angry Birds. Kurkure Puffed will have the first ever Angry Bird Trading Cards in every pack of Rs 5 and Rs 10 Kurkure Puffed range. With every card consumers also get a code and get a chance to win Angry Birds Merchandise daily, and even fly to the Angry Birds Activity theme park in Malaysia. In another unique integration, behind each card is a bird code that gives consumers access to a unique mini game in the new Angry Birds Action game. Play the game and collect Kurkure packs to win exciting power ups.
Kurkure- a product that was developed in India, has established a strong connect with consumers across the country as a great tasting ‘namkeen’ snack. Kurkure is one of the eight brands in PepsiCo India’s portfolio, each of which bring in over INR 1000 crore in annual estimated retail sales. The expansion of the Kurkure trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavour of building out strong master brands in its India portfolio. Today Kurkure is also available in many international markets.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across the country. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.
PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then.