Kurkure turns New Year resolutions into fun, chatpata moments

Kurkure has launched a digital-first campaign rooted in its ‘Chatpate Se Sab Patein’ philosophy, bringing a chatpata twist to New Year resolutions. Instead of focusing on lofty promises, the campaign highlights small, playful intentions that people can realistically stick to, reflecting everyday Indian behaviours with humour and cultural relevance.

For over 25 years, Kurkure has been a part of everyday moments across India, embedding its signature chatpata energy into homes and conversations. The brand’s latest campaign builds on this legacy, using humour and observational storytelling to make New Year resolutions feel lighter, relatable, and entertaining.

The campaign features cricketer Yuzvendra Chahal, who shares a candid and playful take on his resolution for 2026. In the video, he says, “Bakwaas ideas ka chakkar choro, chatpate resolutions banao, 2026 ko patao,” reflecting the campaign’s ethos of turning ordinary resolutions into fun, achievable goals.

 

 

 

 

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A post shared by Yuzvendra Chahal (@yuzi_chahal23)

In addition to Chahal, Kurkure collaborated with comedian Anubhav Singh Bassi, whose observational humour highlights the small, everyday promises people make and quietly break. Creators like Harshita Gupta and Arun Singh (Jhumroo) also contributed their own humorous interpretations, reinforcing the campaign’s message that resolutions can be chatpate, fun, and grounded in real life.

The initiative positions New Year resolutions not as idealised goals, but as small, honest intentions that bring joy and relatability to everyday moments. By leveraging pop culture references and creator storytelling, Kurkure ensures that the campaign connects with audiences across social media platforms.

Ankit Agarwal, marketing director of Kurkure – PepsiCo India, said, “Kurkure has always stood for celebrating real, everyday moments with a chatpata point of view. New Year resolutions are often built on ideals that don’t last beyond a few weeks, so with this campaign, Kurkure wanted to champion resolutions that are chatpate and fun to achieve. Staying true to our ‘Chatpate Se Sab Patein’ philosophy, the idea was to make the New Year feel lighter, more relatable, and a lot more fun.”

The campaign has garnered strong engagement on social media, with viewers praising its humour and relatability. Comments such as “Chatpata wrap of the year����” and “Kadak!” indicate that the chatpata approach to resolutions resonated widely, prompting shares, conversations, and increased visibility for the brand.

Through this initiative, Kurkure successfully blends its signature flavour with cultural storytelling, creating a campaign that is simultaneously entertaining, relatable, and reflective of everyday Indian life. By making New Year resolutions chatpate, the brand reinforces its identity as an integral part of celebratory and casual moments, extending beyond a product to a cultural point of view.