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. 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.
Agency: JWT Mumbai, India.