Though Kurkure created a new space in the market, the larger challenge for the company was to get the customers hooked to its unusually shape and crunchy texture. "In fact name Kurkure was the outcome of a group discussion in which consumers sampled the brand and repeatedly said that it was nice and 'kurkura' (crunchy), "says Dr T.S.R Murali, Head of R&D, Pepsico India. The first objective was to start consumer trials. "We stuck to the consumer feedbacks and used the advertising line Kya Karen Control Nahi Hota, "says Warrier.