I still remember when Pepsico India holding was launching Kurkure in Indian market which was completely new for the consumers. Lehar Navratna Namkeen, Cheetos were also accompanied with Kurkure. Kurkure did get lot of brand ambassador including Saif Ali Khan. But lower budget Juhi’s punch line "Tedha hai par Mera Hai" had taken this product’s selling figures to the new height and increased the consumption as well as penetration in the market.
The concept used in this commercial was found to nearer to the heart of common man.
Tedha hai is the generally spoken words among Indian people which convinced them to buy a pack of Kurkure even though not found a desi taste in it.