Akshay Kumar spices up life’s everyday moments with Kurkure

Pepsico’s flagship snack brand Kurkure has rolled out a digital-first campaign featuring brand ambassador Akshay Kumar. The campaign aims to highlight how Kurkure adds an element of fun and quirk to consumers’ daily lives.  

 

The campaign, ‘Ab Laga Masala’, is based on the insight that there is a sense of monotony has set in in people’s lives. The film showcases how Kurkure unleashes one’s dramatic side, aiming to transform each dull moment into one packed with ‘masala’.

 

Dilen Gandhi, senior director and category head – foods, PepsiCo India, said, “Through our latest campaign, we aim to inspire our fans and consumers across India to break the monotony and humdrum of life by adding a touch of ‘masala’. Through this campaign, we want to showcase how consumers can infuse fun and humour into their routines with Kurkure, making everyday moments ‘memorable’ and not ‘mundane’.”  

 

Added Senthil Kumar, chief creative officer, Wunderman Thompson, India, “Kurkure has always been an integral part of the Indian family. Whether it's celebrating each other's quirks together or saving each other from boredom.  The team came up with this interesting idea to use Kurkure as a device that unlocks full family entertainment. Extremely relevant in these times when we tend to get bored so easily. Akshay's superb comic timing and the use of Kurkure as the remote makes the ad memorable and fun to watch.”

 

CREDITS:

 

Creative agency: Wunderman Thompson

WPP Lead - PepsiCo Foods, India: Ritu Nakra

Chief creative officer: Senthil Kumar

Executive creative director: Harsh Maheshwari

Strategy leads: Atishi Pradhan, Arnab Datta Chaudhuri

Creative directors: Priyadarshi Khastgir, Partha Sengupta

Copywriter: Bhavini Trikha

Film department: Mandeep Singh

Account management: Binay Mehra, Kirti Sinha

Production house: Dharma 2.0

Director: Vasan Bala

Producer: Garima Vohra, Samira Bandyopadhyay