Kurkure has rolled out a campaign ‘Videsi Mein Desi Chatpatapan’ (Indian flavours in an international place) to introduce its latest flavour ‘Kurkure Chatpata Cheese’. Conceptualised by Wunderman Thompson, the film featuring actor Sheeba Chaddha takes the humour route to embrace India’s growing affinity for dairy-flavoured snacks.
The film opens with two families, one Indian and the other British, discussing their children’s marriage. Not too pleased with their union, the Indian boy’s mother (played by Chaddha) speaks to her son in Hindi and tells him that it would be better if he married someone from an Indian family. She then looks at the girl’s parents and tells them that she was praising the beauty of her to-be daughter in law. At that moment, to Chaddha’s complete disbelief, the British girl says ‘chal jhoothi’ (come on liar) indicating the twist that the new Kurkure packet in her brought to her.
Neha Prasad, associate director - brand marketing, Kurkure, PepsiCo India, said, “For over 20 years, Kurkure has been the family-entertainer that adds a spark of quirky masti into the daily lives of its consumers. We keep our consumers at the heart of everything we do by creating campaigns that illustrate unconventional, yet relatable modern Indian family moments. Our latest TVC intends to transform any family moment into an entertaining one with our new Chatpata Cheese fusion flavour that is truly ‘videsi mein desi chatpatapan’!”
Ritu Nakra, senior vice president, Wunderman Thompson, said, “Kurkure now brings alive an irresistible new flavour by dramatising the fusion of India’s favourite masaledar crunch with an International cheese flavour. Watch how ‘videsi mein desi chatpatapan’ will make a perfect snack in the new ad campaign.”
The campaign will be rolled out across TV and social media.
Creative agency: Wunderman Thompson
WPP lead - PepsiCo Foods, India: Ritu Nakra
Chief creative officer: Senthil Kumar
Executive creative director: Harsh Maheshwari
Strategy leads: Divya Khanna & Disha Bhattacharya
Creative directors: Subha Das & Himanshu Chandola
Film department: Mandeep Singh
Account management: Binay Mehra & Kirti Sinha
Production house: Packs Films
Director: Vivek Kakkad
Producer: Vincent Gomes