Kurkure Contains Plastic?

Kurkure, a brand of corn puffs, seeded original content films across YouTube and Google to fight myths in India that the brand contains plastic.

The communication goal

Kurkure contains plastic' was a popular myth our consumers had come to believe. For a mass brand like Kurkure, this had become a pressing issue contributing to negative sentiment thus affecting sales.

Our communication goal was therefore to- dispel the myth and win back consumer trust.

The situation analysis

World today is a victim of fake news which is strongly driving public opinion. Social media and internet has fueled this phenomenon to a point where as a user it is impossible to differentiate between what is true and not.

Kurkure contains plastic' was a classic narrative of...

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