t took centuries for tea drinking to become a habit. But the habit made it easier for biscuit brands such as Parle G and Britannia Chai Biskoot to piggy back on tea and try and make their product become a habit with people. Joining the brigade now is an outsider which though a snack would like to be called a 'tea-time snack�. Frito-Lays� Kurkure is making cautious attempts to push itself onto tea tables.

After its initial spoof campaign with Juhi Chawla ended, Kurkure got into the act of becoming a tea-time snack with scenes of a family at tea, indulging in Kurkure masti. "That was why the family was created in the first place," reveals Rohit Ohri, vice president, JWT. "It is a macro-strategy to become an in-home habit and an alternative in tea-time snacks currently dominated by biscuits or samosas, and bhujias that are traditionally home-made snacks."... more