Kurkure, the iconic Indian namkeen snack brand from PepsiCo, has commemorated International Family Day and flagged off India’s first family food train- Kurkure Family Express from the Safdarjung Station.
The train will take 40 families on a fun culinary experience of a lifetime over an eight day journey covering 14 States in India. The families were shortlisted through a rigorous audition process that saw over 1000 entries from across the country.
Recognising the role that Railways also plays in bringing families together for conversations and snacking and to capture it, Kurkure also commissioned 40 budding art students from prestigious art colleges to create few hundred square feet of artwork at the Station.
The special train has been decorated, both on the outside and inside, with designs by art students’ basis their interpretations of consumers’ love for Kurkure. The final designs were selected by a panel of judges comprising Art Directors and Culinary Experts. What’s more, the artwork of six students from the Delhi School of Art and three students from the JJ School of Art, Mumbai was adjudged post a contest and the students were awarded Rs. 50,000 each.
“Train journeys are amongst the most fun family experiences for Indians. We wanted to bring alive those experiences through the imagination of young Indian artists. The 40 pieces of artwork created by these students will be framed and we would like to contribute it to the India Railways to support their beautification drive at stations, should they accept,” said Partho Chakrabarti, Vice President- Snacks Category, PepsiCo India.
Additionally, actors Ramya Krishnan and Abir Chatterjee, and popular faces in the entertainment industry such as Annu Kapoor (Suhana Safar with Annu Kapoor) and Kiku Sharda (BIG Magic’s Akbar from Akbar Birbal), and famous RJs like Balaji, Rani, Sumanta are also engaging and entertaining families during different legs of the train journey.
On board the Kurkure Family Express, food aficionados Rocky Singh and Mayur Sharma play hosts and will engage the families in fun games and food contests over the course of the journey. Four lucky families will win an all-expenses paid culinary trip to Europe.
“As a brand, we are all about bringing families together over snacks and conversations, and what better place than a train to do that in India. Trains are all about fun, food and captive time with family to catch up and rediscover lost conversations,” added Chakrabarti.
( Source : Restaurant India )