Campaign India Team
Dec 23, 2020

Akshay Kumar spices up life’s everyday moments with Kurkure

Watch the film conceptualised by Wunderman Thompson

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.”
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
Campaign India