Mumbai: Iconic Indian snack brand from PepsiCo, Kurkure has partnered with Mindshare Content+ and Digital Entertainment Company Pocket Aces to create a new web series, “2By3”. This is the first of its kind bespoke series created on Kurkure’s brand philosophy- “Khul Jaaye Toh Family Bann Jaaye”. The 4-episode series will release on Dice Media, Pocket Aces’ premium long-form content channel. Dice Media will also create an exclusive music video for the series, which will be distributed by industry giant, T-Series. The web series will start airing on September 27 on Dice Media’s YouTube and Facebook pages.
The series highlights some unusual and chatpata moments bringing out the chemistry between a mature thirty year old couple and three carefree twenty year old boys who are all forced to live together for 2 months. What starts off as a forced flat-mate relationship eventually turns into a warm, bitter-sweet family-like bond. This is very relevant in today’s times as many of us are moving to new cities, living away from families and making new bonds all the time.
Mindshare Content+ and Dice Media have co-created this web series targeting the millennials to create a strong connect with the youth. Kurkure has always been a family brand but stayed a step ahead of the times. This new series is yet another progressive take on the millennial sub-culture – that of friends becoming family. In this story, the central idea is that of two disparate groups coming together through hilarious life experiences, united by their common love for Kurkure.
The series stars popular digital actors – Sukant Goel and Kriti Vij as the thirty-year old couple, and Akash Deep Arora, Daljeet Singh and Govind Menon as the twenty-year-old bachelors. Together, the five actors create some sizzling yet warm chemistry on screen, making the audience feel like a part of the family.
Commenting on this initiative, Devendra Deshpande, Head Content+ said, “To partner with Pocket Aces and Kurkure for this new initiative is indeed an exciting new endeavor for us. The team at Content+ had a lot of fun working with Pocket Aces, who conceptualized and wrote this web series. Such content that connects with the mood of the moment results in a ripple effect. 2by3 will engage with the audience and bring out the sentiment of ’Kurkure khul jaaye toh family bann jaaye.”
Aditi Shrivastava, Co-founder of Pocket Aces shared, “It is very exciting to have a brand like Kurkure partner with us. They are a large, mass-focused brand that have been advertising on mediums like TV and print for ages. By supporting a digital web series, they are making a statement that even traditional advertisers now understand the huge advantage that digital has to offer – high quality innovative content coupled with transparency of data in terms of seeing exactly who the content reached, who viewed it, getting audience feedback instantaneously, and being able to talk to them directly. This makes digital a highly engaged 2-way medium, which is invaluable. At Pocket Aces, we are reaching over 40 million people weekly in this manner, and are confident that Kurkure will see the benefit of this from “2By3””.
Vani Gupta Dandia, Marketing Director, Indian Snacks, Foods at PepsiCo added, “2By3 will show the audience that Kurkure as a brand is very similar to them – quirky and whacky, yet rooted in family. Unlike other creators, the team at Dice Media hasn’t focused only on product placement, but has tailored the series around the brand’s core philosophy in a new age context which is relevant to the youth of today. The characters hence become ambassadors who embody the messaging of the brand – they are regular people just like you and me, and hence can be much more effective in making a place for the brand in the hearts of our consumers.”
“2By3” is a fresh, quirky, oddball comedy that will give India’s youth something very unique to watch.