By A Correspondent5

PepsiCo’s snack brand 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 four-episode series will release on Dice Media, Pocket Aces’ long-form content channel.

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 endeavour for us. The team at Content+ had a lot of fun working with Pocket Aces, who conceptualised 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.”

Added Aditi Shrivastava, Co-founder of Pocket Aces: “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””.

Said Vani Gupta Dandia, Marketing Director, Indian Snacks, Foods at PepsiCo: ”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.”