Pepsi pushes 'tedha' positioning for Kurkure

In tune with its portfolio promotion, 'Chala Change Ka Chakkar', launched in the beginning of 2008, Pepsico India has rolled out a fresh 360-degree campaign for its snack brand, Kurkure, repositioning the "masti" co-efficient to a " tedha" one.Titled 'Tedha hai par mera hai', the new positioning statement salutes the average regular 'imperfect' Indian. The new platform is based on the understanding that young confident Indian consumers are no longer striving to be perfect in everything, but are comfortable about their imperfections and quirks.