Kurkure made a similar attempt with its campaign Meetha Sheetha Chodo, Kurkure Kha Ke Ho Jao Mast. It also scaled down price to launch Rs3 packs in 2004 and RS 2 packs in 2011. The brand created excitement with its own versions of desi Beats in 2009. "We used some tactical exercises where we combined our brands and offered attractive discounts,"Says Warrier