The Glitch, Team One and J. Walter Thompson introduce the Kurkure Family Express – the first food train journeying across India
In a first of its kind, The Kurkure Family Express kick-started its journey from Delhi along with food enthusiasts Rocky Singh and Mayur Sharma hosting 40 different families over an 8-day journey across India. In today’s hyper connected world, family time has lost itself to mobile screens and television. Keeping this core insight in mind and looking at the fact that families have traditionally connected over two main activities – food and travel – Kurkure is set to flag off the “Kurkure Family Express” – a specially assigned train by IRCTC which will travel across India with many Indian families aboard and leading them to rediscover and reconnect with each other over Kurkure.
A highly digitally driven campaign conceptualized by Team One, J. Walter Thompson and The Glitch, this entire 8-day activity will be captured as and how it happens and non-stop, featuring food enthusiasts Rocky Singh and Mayur Sharma, 40 families and the digital team on board the train.
Speaking about the campaign, Vani Gupta, Marketing Director Snacks, Pepsico India says, “The core idea of bringing families from across India together over a journey like this, unlike a traditional campaign, the emotions and the bonding between the families is real and that at its core also brings out the ethos of the Kurkure brand and our new offerings which encompass the true local flavours of India.”
With a vast array of content being created on the train pushed across the digital landscape, speaking about this Varun Duggirala, Left Brain at The Glitch says, “The need to connect content with a sense of relatability is crucial with the digital audience and to do that a core digital team on the train is capturing these very family emotions through various visual mediums on the train and spreading it across the digital spectrum to drive the core emotion of “family bonding over Kurkure” in the online audience.”