hose who have witnessed four years of constant plotting by villainous women, the unending crises and interminable tears on television are sure to respond to the perky Juhi Chawla when she says, "Kahani main kuch kurkure hona chahiye." Through its new advertising for Kurkure, Frito-Lay wants to attract the critics of the seemingly endless saas-bahu sagas, but more importantly its biggest fans - the average Indian housewife. "Kahani mein kurkure" (crispness in the story) is the basis for the recent campaign, and it spoofs the most popular serials and successful women on television - Tulsi Virani of ...Kyunki Saas Bhi Kabhi Bahu Thi (KSBKBT) and Jassi of Jassi Jaissi Koi Nahin.

"Kurkure is a family-based brand. It is meant for consumption inside the house unlike other wafers or chips that you carry when you are outside or travelling. Kurkure is a product that wants to replace namkeens at home. That is why we target housewives who empathise with these serials, the women in them and the product Kurkure itself," says Sonia Bhatnagar, senior creative director, JWT, the agency on the Kurkure account. "They live on these serials, it is their diet. And they are the ones who get Kurkure to the house. So, we wanted to create a campaign that would really appeal to women." ... more