Today it is important to generate conversations around a brand. When are people most likely to engage in conversations? When they're passionate about something. So if one can hook a brand on to a cause, a conviction, an opinion that people really care about, there is a better chance of creating the highest order of connect through cultural branding. That's what some of the progressive indian brands are attempting to do and kurkure alongside idea and perhaps Tata Tea are a few of the frontrunners.