Kurkure has rolled out a campaign, marking the launch of two ‘limited time’ flavours - ‘Kurkure Out Of Control Chaat’ and ‘Kurkure Uncensored Tadka’. Conceptualised by Wunderman Thompson, the film features brand ambassadors Akshay Kumar and Kritika Kamra.
The TVC opens with Kumar and Kamra celebrating their wedding anniversary with friends and family. The couple exchange presents, where Kamra receives a diamond necklace, while Kumar sees Kurkure’s new flavours, on opening the gift box. He immediately opens the pack and starts munching. When Kamra looks for a compliment on wearing the necklace, Kumar is distracted by the new Kurkure flavours and surprises the attendees by addressing his wife with the names of the taste he devours.
Bhagyashree Navare, associate director and category head - Kurkure And Cheetos, PepsiCo India, said, “Kurkure is an iconic, Indian snack brand that continues to lead and disrupt the salty snacks category in India with its distinct product offerings and quirky storytelling. Kurkure has always been about transforming boring ordinary moments to entertaining moments. Our LTO campaign is based on the insight that when you taste something truly lip-smacking, you can react in unpredictable ways, making the situation full of fun and entertainment. With our limited-time, innovative ‘Kurkure Out of Control Chaat’ and ‘Uncensored Tadka’ flavours, we want to give consumers more reasons to have ‘masti-bhare’ mischievous moments with their friends and family.”
Ritu Nakra, WPP lead - PepsiCo Foods, Wunderman Thompson, India said, “Kurkure is all about twists and surprises. When innovative product flavours meet quirky storytelling and Akshay’s brilliant comic timing adds masala - then you know you're in for a real treat. Watch our new Kurkure commercial and feel the masti of ‘Ab Laga Masala”.