Kurkure’s hot and spicy flavour needed to be conveyed in a startling manner. Since smaller towns were targeted, an on-ground innovative promo seemed like a practical (and inexpensive) way to generate buzz around the brand. The execution literally vivifies the fact that Kurkure is fiery hot. A planted stunt man munching on a pack of Kurkure in a busy street and actually bursting into flames. Once the flames are extinguished, the stuntman announces to the startled crowd that Kurkure is really hot and tasty. After which he distributes packs of Kurkure to the people gathered.

Kurkure is quite popular in North India. Attempting to spread this popularity, the brand was launched in Tamil Nadu, a key market in South India in February 2006, and this on-ground promo was one of the elements in the brand launch. Over the last two months the brand has grown by 130% in Tamil Nadu and by 32% in India. The effectiveness of this on-ground promo has led to the idea being taken forward in other medium over the next few months.