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Tag: Aastha Bhasin

  • Kurkure® inks partnership with Ching’s Secret for the ultimate snack fusion

    Kurkure® inks partnership with Ching’s Secret for the ultimate snack fusion

    MUMBAI: When two iconic brands join forces, you get a snack so bold and spicy, it might just ignite your taste buds!

    Kurkure®, India’s favourite crunchy snack, has partnered with Ching’s Secret, the trailblazer of desi Chinese flavours, to launch the flavour we never knew we needed- ‘Schezwan Chutney Kurkure®’. This new variant fuses Kurkure®’s classic Masala Munch with the fiery zing of Ching’s Schezwan Chutney, creating a snack designed to revolutionise your chai breaks and binge sessions.

    Indian-Chinese cuisine has a loyal fan base, much like Kurkure® and Ching’s Secret. This collaboration is a celebration of everything we love—chatpata masalas, spicy kicks, and an oh-so-addictive crunch. Whether you’re team Kurkure® or team Ching’s, this snack is sure to win your heart.

    Available in Rs 5, Rs 10, and Rs 20 packs, it promises to bring big flavour without burning a hole in your pocket. Perfect for sharing, snacking solo, or adding a fiery twist to your Netflix binges.

    PepsiCo India marketing director for Kurkure® & Doritos, Aastha Bhasin shared, “PepsiCo India is excited to partner with Tata Consumer Products’ Ching’s Secret for this milestone collaboration. Kurkure®️ has always led the way in introducing trendsetting innovations within the snacking category, and this partnership underscores our commitment to delivering flavours that truly connect with evolving consumer preferences. Together, this collaboration brings two well-loved brands to celebrate a snacking innovation that blends flavours enjoyed by consumers across India.”

    Adding to the excitement, Tata Consumer Products president – packaged foods, Deepika Bhan said, “We are thrilled about this maverick collaboration between two iconic chatpata masaaledar brands – Ching’s and Kurkure®. Together, they bring to life a fusion that seamlessly blends the zesty notes of Ching’s Schezwan Chutney tadka with Kurkure’s signature masala profile. This collaboration is set to surprise and delight consumers, promising an unforgettable sensory adventure.”

    The launch will roll out with a high-impact TVC, supported by a multimedia blitz across TV, digital, and print channels. Whether you’re scrolling Instagram or catching up on your favourite show, this fiery snack is bound to catch your eye. Because who doesn’t love a snack that screams bold and desi?

    This collaboration is the stuff foodie dreams are made of, and with its addictive mix of flavours, it’s destined to become the snack of the season.

    Grab a pack and let the flavours do the talking!

  • Kurkure redefines norms with the Chatpate Se Sab Patein campaign

    Kurkure redefines norms with the Chatpate Se Sab Patein campaign

    Mumbai: Kurkure, a snack brand unveils its latest positioning, ‘Chatpate Se Sab Patein’ as a stance against conformity, encouraging individuals to embrace their originality.  This positioning has been brought to life through a campaign a TVC spearheaded by its charismatic brand ambassador Sara Ali Khan. This campaign perfectly captures the essence of breaking conformity while maintaining the warmth and quirkiness that Kurkure has always been known for.

     

     

    Kurkure has always been a family entertainer and a household name in the country, infusing quirky masti through compelling storytelling and innovative products. Upholding this very spirit with ‘Chatpate Se Sab Patein’, the brand aspires to inspire individuals to liberate themselves from the pressures of a set culture and wholeheartedly embrace the freeing spirit of anti-hustle. Embracing a balanced lifestyle over relentless work, this culture reflects a collective desire for well-being and fulfilment, challenging traditional notions of success with a more holistic approach.

    The TVC kicks off with Sara as a bride, looking radiant on her wedding day, standing on the stage. When her boss, Sanjay, gets on the stage to congratulate her it results in a delightful exchange, he cheekily accuses Sara of not answering his phone in the morning. This elicits her witty “Sanjay” comebacks as she bites a pellet of Kukure. Transitioning into a flashback where she humorously cites examples of the different uncalled-for situations created by her boss and each of her family members comically contributing these instances to Sanjay with synchronized chants. Sara, in good spirits, jests about the reason her phone is always busy, the person who wishes her good morning before her mother, the person who keeps the chanting longer than her grandmother and the person who will unexpectedly be third wheeling on her honeymoon with Sanjay being at the epicentre of all these situations. The revelation of Sanjay as her boss results in a playful interaction, leaving the wedding guests in laughter. The TVC concludes with Sanjay claiming that he’s just her boss and only wants ‘kaam’ with a swift and witty reply from Sara- That’s right Sir, CalmDown! The scene effortlessly transitions to the satisfying crunch of Chatpate Kurkure, emphasizing the tagline – ‘Chatpate Se Sab Patein’.

    Sharing her thoughts on the campaign, brand ambassador Sara Ali Khan said, “What is life without a harmonious work-life balance? Honestly, for me, it is nothing! Kurkure’s ‘Chatpate Se Sab Patein’ brilliantly takes on the cause of championing a balanced life with a twist of humour and relatability. I truly enjoyed playing a part in such a strong and often ignored narrative taken up by Kurkure. I’m sure our viewers will resonate with the feeling of having a ‘Sanjay’ in their life and my one mantra to all of them will be- Stay calm, bite into your favourite Kurkure and let the fun unfold.”

    Expressing her excitement, PepsiCo India category lead, Kurkure, Aastha Bhasin, “Kurkure, India’s cherished snack brand, has woven itself into the fabric of Indian households through its quirky taglines and compelling narratives over the years. As a brand that strives for a close connection with its consumers, we realised the challenges that come with conformism and a fast-paced hustle culture. Backed by this very insight, we’re thrilled to introduce our fresh positioning – ‘Chatpate Se Sab Patein’. Infused with a dash of humour and cheek, this positioning encourages individuals to liberate themselves from the shackles of conformity and embrace a balanced life. Rooted in Kurkure’s creative essence, our campaign film, starring Sara, masterfully captures the heart of this narrative. She not only impeccably embodies the protagonist’s role but also infuses authenticity and relatability into the storyline, staying true to Kurkure’s distinctive and flavorful identity.”

    Vikram Pandey (Spiky), National Creative Director, Leo Burnett said, “Kurkure as a brand has always encouraged its consumers to make brave choices albeit with its signature quirky humour. With this film, we wanted to use this humour to land an important message against toxic conformity. One such example that our film brings to life is that of toxic bosses. Often working long hours has been seen as a badge of honour, but in reality, it takes away from precious family time. Kurkure encourages everyone to break these toxic cycles as #ChatpateSeSabPatein”

  • Kurkure unveils TVC with Sara Ali Khan for the new Kurkure Chaat Fills

    Kurkure unveils TVC with Sara Ali Khan for the new Kurkure Chaat Fills

    Mumbai: Kurkure, one of India’s most loved snack brands, has launched a rib-tickling new TVC campaign to introduce its new innovative offering, Kurkure Chaat Fills. Titled “Maal Andar Hai”, the TVC takes consumers on a chatpata journey that stars Bollywood celebrity and brand ambassador, Sara Ali Khan. The TVC is Sara’s first television debut as the newest member of the masaledaar Kurkure family.

    Inspired by the vibrant and diverse flavours of Indian street food, Kurkure Chaat Fills comes with a centre filling in two flavours, Papdi Chaat Twist and Bhel Chutney Twist. Kurkure Chaat Fills combines the essence of chaat in a convenient, ready-to-eat format, providing consumers with a delicious and multi-textural snacking experience.

    The humorous TVC features Sara Ali Khan in an entirely new and unexpected role – as the sinister leader of a gang of misfits. Set inside an abandoned warehouse, we are introduced to one of her informants, Guddu, who claims to possess crucial information about the elusive “maal” hidden inside a cupboard. Initially sceptical of Guddu and his intel, Sara demands that the cupboard be opened. To her surprise, it reveals a packet of Kurkure Chaat Fills. Believing this to be another one of Guddu’s failures, she prepares to pull the trigger. However, her demeanour quickly changes when she takes a bite of Kurkure Chaat Fills and is captivated by its flavourful filling. In this moment, Guddu’s life is spared, and Sara exclaims, “maal to je ke andar hai!”

    Sharing her thoughts on the campaign, Sara Ali Khan said, “There’s so much that I love about the brand and its latest offering. Chaat isn’t just close to my heart but has captured the hearts of millions with its regional specialties, unique flavours and diverse ingredients. With Kurkure Chaat Fills, the brand has taken our love for street food and transformed it into an exciting savoury filled salty snack! I hope everyone enjoys the TVC film, and more importantly, the chatpata new Kurkure Chaat Fills!”

    Speaking on the campaign, PepsiCo India  Kurkure category lead Aastha Bhasin said, “With Kurkure Chaat Fills, we have brought the authentic essence of Indian street food by infusing our global technology to the local palates. We have carved out a new product format that responds to the growing consumer demand for chaat-flavoured snacks. The combination of its crispy outer layer and burst of chaat flavours inside have inspired our unique “Maal Andar Hai” proposition. Our latest TVC featuring Bollywood ambassador, Sara Ali Khan, stays true to our humorous and chatpata andaz, and captures the essence of our newest offering perfectly. We are confident that our consumers will enjoy the film and our all-new Kurkure Chaat Fills, that is sure to satisfy their chatpata cravings!”

    Leo Burnett national creative director Vikram Pandey (Spiky) said, “When we started working on this campaign, we had a breakthrough moment when one of the team members came up with the line ‘Asli Maal Andar Hai’. A perfect way to highlight the distinctive new feature of the latest offering from Kurkure – a flavourful filling inside the Kurkure pellet. And keeping with the light-hearted quirky tonality that is associated with the brand, our film exemplifies this concept literally.”

    Kurkure Chaat Fills comes with paste-like fillings inside, which is designed to deliver a satisfying and delightful taste to complement the different chaat flavour profiles, Papdi Chaat Twist and Bhel Chutney Twist. Each bite offers a consistent and enjoyable taste experience, fulfilling the impulsive chatpata cravings of consumers anytime, anywhere. Kurkure Chaat Fills is available at Rs 10 and Rs 20 across all leading retail and e-commerce platforms in India.

    With the new launch, Kurkure now offers 14 variants, including Kurkure Sizzlin’ Hot, Kurkure Playz Puffcorn, Kurkure Playz Puff Masala Munch, Kurkure Masala Munch, Kurkure Green Chutney Style, Kurkure Solid Masti etc., providing a wide range of snacking options to the consumers.

  • Kurkure expands its portfolio with a sizzlin’ hot launch for spice lovers

    Kurkure expands its portfolio with a sizzlin’ hot launch for spice lovers

    Mumbai: PepsiCo India has expanded the flavour spectrum of its iconic snack brand Kurkure with the launch of Kurkure Sizzlin’ Hot. The new flavour is inspired by the globally loved Flamin’ Hot platform and offers a differentiated and irresistible flavor experience by fusing ‘chilli ka tadka’ with Kurkure’s iconic crunch.

    Kurkure Sizzlin’ Hot is loaded with a punch of roasted red chilli, with every bite leaving a lingering heat sensation with the perfect chatpata crunch of Kurkure. This flavour innovation is sure to jolt all senses and transform the mood for an ultimate rollercoaster of fun.  The inception of Kurkure Sizzlin’ Hot finds its roots in the success of the Sizzlin’ Hot range in India with Lay’s and Doritos.

    This exciting new addition to the Kurkure lineup stems from a keen understanding of the growing consumer preference for spicy salty snacks in the country, with ‘chilli’ emerging as one of the top flavor preferences in the category. Embracing this growing affinity for spicy palette amongst its Indian consumers, Kurkure Sizzlin’ Hot promises an unforgettable taste adventure with lasting sensational heat.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Kurkure (@kurkuresnacks)

     

    On the debut of Kurkure Sizzlin’ Hot, PepsiCo India category lead – Kurkure Aastha Bhasin said, “The launch of Kurkure Sizzlin’ Hot is a testament to our commitment to constantly innovate and provide Indian consumers with the most flavourful snacking experiences. As a brand that celebrates the use of spices, our latest offering is an ode to the extreme teekha lovers of India. The all-new Kurkure Sizzlin’ Hot really packs in a punch and offers everything the Indian consumer craves for. Get ready for an ultimate ‘teekha’ experience that brings a sensational hit of chilli with Kurkure’s chatpata crunch!”

    Kurkure Sizzlin’ Hot is now available at Rs 10 and Rs 20 across all leading retail and e-commerce platforms in India, with Rs 5 packs available in select regions. The launch will be followed by a TVC and a robust 360-degree surround campaign.