Festival gifting is valued at $7.5 billion in India; with its latest #WhySoSweet campaign, Kurkure is seen revolutionising this industry by bringing a shift from customary sweets and utilities to a fun chatpatta snack that can be enjoyed anytime.
With #WhySoSweet, Kurure takes a dig on how pretentious we tend to get with our own loved ones and family. It further inculcates Kurkure’s brand philosophy of getting a little naughty and adding a chatpata punk to the festivities that eventually leads to building the most memorable moments of life.
The chatpata thought
A quick research by the Kurkure team revealed that most greetings, cards, invites and wishes conversed in a very clichéd manner. To add a twist to it, Kurkure created its own greetings which are fun, edgy and etch a smile on the gifter and receiver’s faces.
The theme of these greetings was funny characters in the form of caricatures that would break the clutter of clichéd greetings and make the #WhySoSweet greetings stand out and look fun and chatpata at the same time.
Chatpata execution
The brand upped its digital spends twice as compared to last year to create an agile social front for the campaign.
To create social engagement around #WhySoSweet, Kurkure created various characters like the laddu feeder, the nosy aunty, the perpetual compliment showering Bhabhi and all such over sweet people who come out of the blue during festivals.
Kurkure further focussed on various situations and phrases that people say but don’t mean during festivals – like please have dinner, thodi der aur ruk jaate. A microsite was created, wherein users can create customised #WhySoSweet greetings for every occasion. Over 30k greetings had been created from the website at the time of filing the report. /socialsamosa/media/post_attachments/b9uNox2DCZFJt1JgRisQ.jpg)
To keep the social quotient up, Kurkure has been actively engaging in the #WhySoSweet with its audience. In addition to pushing Indian festivities through the chatpata greetings, the snack brand has been leveraging ongoing trends. For instance, it created a #WhySoSweet meme acknowledging Neil Nitin Mukesh’s entry in Game of Thrones.
It also created Halloween posts to leverage the spooky trend.
Kurkure has also been active on Instagram to reach out to its audience from all ends.
Chatpata results
With a 360 degree approach towards #WhySoSweet, Kurkure has managed to leave a footprint on a large scale.
Kurkrure’s Karvachauth video on Instagram has more likes than Shilpa Shetty’s Dubsmash video on about the same festival.
The brand trended almost four times with different hashtags around the campaign. #WhySoSweet cards shared on Instagram from their website received close to 12k social actions. Kurkure managed to garner 2.66 million campaign engagements on #WhySoSweet.
A defined objective with a well rounded execution makes #WhySoSweet one of the largest festive campaigns on social media.
While the campaign is still on, take a look at the Diwali greetings on the site. It would be a good way to bring back the fun and quirk in relations.
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