Campaign India Team
Jan 11, 2022

Akshay Kumar succumbs to Kurkure's temptation, gets caught during heist

Watch the film conceptualised by Wunderman Thompson here

Pepsico has rolled out a campaign for Kurkure which features brand ambassador Akshay Kumar.
The film has been conceptualised by Wunderman Thompson and is part of the 'ab laga masala' campaign through which Pepsico aims to position Kurkure as an anytime 'chatpata' snack. In the film, Kumar plays a thief who breaks into Samantha Ruth Prabhu's house. He gets distracted with a pack of Kurkure in the house. Just as he's about to open the packet, the family catches him red-handed. 
Neha Prasad, associate director – brand marketing - Kurkure, PepsiCo India, said, “Kurkure has a special place in the heart of Indian consumers with its iconic flavour and ‘tedha’ persona. The brand can portray unconventional yet relatable modern Indian family scenarios through its quirky, over-the-top storytelling that transforms any boring moment with family and friends into an entertaining one. Through this film, we want to intensify the brand love and celebrate the iconic flavour of India’s favourite ‘masaledaar’ snack. We are confident that our latest blockbuster combination of Akshay’s exuberant energy and Kurkure’s ‘masti’ will be an eccentric and compelling experience for the fans.”
Ritu Nakra, senior vice president, Wunderman Thompson, “Daily life can be such a routine and boring when there is no ‘masaledar’ twist, but with Kurkure Masala Munch, the ‘masala’ hit in each collet unleashes full-on drama in every situation. Watch how the spicey tangy and ‘chatpata’ flavours ka hit make Akshay a mast chor in the new ad campaign for the brand.”
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 and Arnab Datta Chaudhuri
Creative directors: Priyadarshi Khastgir and Partha Sengupta
Copywriter: Bhavini Trikha
Account management: Binay Mehra and Kirti Sinha
Production house: Dharma 2.0
Campaign India