Kurkure: Another tasty one

A good campaign, it reaches out to its target audience—and in this case, the celebrity endorsement actually works

Okay, let me make this clear upfront: I am not a consumer of Kurkure. I detest the brand name, and everything that it symbolizes. At the risk of sounding like a prude, I have to say I would be caught dead buying a pack, it's not my scene.
However, I have always been a huge fan of Kurkure's advertising. And that's because they have the uncanny ability to consistently create advertising that would appeal to the consumer segment they target (the 'Hum Aapke Hain Kaun…' fans). And for a change, a celebrity has been cast extremely well in their campaign. Kurkure's brand ambassador of many years, veteran actor Juhi Chawla, fits in perfectly in their ads. And because she doesn't advertise any other brand of note, Juhi has become synonymous with the brand. So obviously someone has been thinking smart out here. (Thank God for small mercies they gave Bachchan Senior a miss out here).
Kurkure's latest commercial to promote their three new variants, namely Mumbai 'Chatpata Usal', Bengali 'Jhaal' and 'South Spice Mix' (don't ask me what they taste like… I am not even gonna try it!) is hilarious. 'Badal Ja' is the central idea. It features a Sindhi couple called Mr and Mrs Badlani (goes well with 'Badal Ja'). Mrs Badlani, played uproariously funnily by Juhi, is a psychic. And she possesses the power to change anything she wants, in a jiffy. The family is at the dining table, and the psychic is bored of seeing daal on the dinner table every day. She wants to change the dish. And tries every mantra she knows, but the daal remains unchanged. Even as all else in her house transforms. Panicked, her hubby introduces his psychic wife to the new Kurkure variants, which are all daal-based.

The ad is a laugh riot, and Juhi Chawla as the Sindhi psychic is too cool. Good ad, perfectly crafted for the target audience, should be a big hit. And must say they have got the Sindhi ethos and lifestyle correctly. The family looks Sindhi and acts Sindhi. This is a Sindhi household, for sure.
I have just one little personal grouse: We Sindhis are usually never cast in ads and TV serials. Dunno why, since we are a khaati peeti, hansti khelti community. And when we are cast by Kurkure, the advertiser makes fun of us! Vari sai, not on, I say!! :)




5 years ago

Is Juhi Chawla Sindhi or Punjabi?

2G case: HC reserves order on bail petitions by Kanimozhi and Sharad Kumar

Lawyer for the DMK member of parliament and Kalaignar TV managing director says Rs200 crore payment from DB Realty was a valid loan transaction and there was nothing dubious about it

New Delhi: The Delhi High Court today reserved its order on the bail pleas by DMK member of parliament Kanimozhi and Kalaignar TV managing director Sharad Kumar in the 2G licences and spectrum allocation case.

Judge Ajit Bharihoke, after hearing detailed arguments on the bail applications of the accused, said the order on their pleas would be pronounced later, PTI reports.

Senior advocate Altaf Ahmed, appearing for the 43-year-old Ms Kanimozhi and Mr Kumar, contended that the transaction of Rs200 crore from the DB Group to Kalaignar TV was a valid loan transaction and that there was nothing "dubious" about it. "All the documents are in the custody of the CBI and hence there is no point in keeping us in jail," he said.

Senior advocate and special public prosecutor UU Lalit opposed their bail pleas saying that the accused have attempted to create a "smoke screen" by projecting the bribe trail of Rs200 crore as a loan transaction. "No contemporaneous documents were executed by any of the companies which were part of the money transaction. It was nothing but the transaction of the bribe amount," Mr Lalit said.

The court had earlier issued a notice to the CBI on the bail pleas of both the accused and asked the investigative agency to file a status report detailing the stage of investigation and the judicial proceedings in the case.

Ms Kanimozhi and Mr Kumar had approached the high court on 23rd May after their bail applications were dismissed by a special CBI court on 20th May.


CAG insists it acted within its mandate on 2G spectrum issue

Audit chief faces questions by JPC over presumptive loss estimate of Rs1.76 lakh crore over unfair allocation of licences, spectrum

New Delhi: The Comptroller and Auditor General (CAG) today faced some tough questioning at a meeting of the Joint Parliamentary Committee (JPC) on the presumptive loss of Rs1.76 lakh crore to the exchequer which it had estimated in the 2G spectrum allocation, with some members questioning its mandate to look into policy decisions to arrive at the figure.

Comptroller and Auditor General Vinod Rai, who briefed the JPC on the allocation and pricing of telecom licences and spectrum during the period 1998 to 2009, maintained that the auditor acted within its constitutional mandate, PTI reports.

During the meeting of the Committee, some members pointed out that the Telecom Rregulatory Authority of India (TRAI) had taken a "definite decision" that spectrum 800-900-1800 Mhz bands should not be auctioned.

"That being a decision of the TRAI and that being a policy decision, how come the CAG has come to the notional loss of Rs1.76 lakh crore...policy is not a matter that is a subject matter of audit. It is a government decision," JPC chairman PC Chacko told journalists, while informing them about the proceedings.

He said some members wanted to know whether the CAG had taken into account the policy prescription of the government before arriving at the figure of presumptive loss.

When asked about the reaction of the CAG on the issue, Mr Chacko said Mr Rai maintained that the government auditor acted "within mandate" while looking into the 2G spectrum allocation issue.

Sources said that during the three-and-a-half-hour long meeting, Congress member Manish Tewari sought to know the constitutional mandate of the CAG in looking into the policy decisions of the government. To this, Gurudas Dasgupta (CPI) said that besides following the mandate, the CAG also follows certain conventions.


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