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Tag: Kurkure

  • PepsiCo India appoints Saakshi Verma Menon as chief marketing officer for foods

    PepsiCo India appoints Saakshi Verma Menon as chief marketing officer for foods

    Mumbai: PepsiCo India has named Saakshi Verma Menon as its new chief marketing officer (CMO) for the foods division, as outgoing CMO Anshul Khanna moves into a new role within the company. The announcement comes amid heightened competition and renewed strategic focus on the Indian packaged foods segment.

    Menon, a key member of PepsiCo’s India leadership team, will lead the marketing strategy for the company’s foods portfolio, which includes household brands such as Lay’s, Kurkure, Uncle Chipps, Quaker, Cheetos, and Doritos.

    “Super pumped to work on some of the most iconic and beloved brands from the house of PepsiCo,” Menon wrote in a LinkedIn post. “These brands have been part of everyday moments for millions, and I’m excited to shape the next chapter of their journey.”

    Menon steps into the new role after leading regional brand initiatives for PepsiCo’s AMESA (Africa, Middle East and South Asia) business, where she managed cross-market campaigns for core beverages including Pepsi, 7Up, and Mountain Dew. With over 20 years of marketing experience, she has also held senior roles at Colgate-Palmolive, Uber, and Kimberly-Clark, bringing a blend of global insight and local consumer acumen.

    PepsiCo India reported revenues of Rs 8,877 crore and profit after tax of Rs 883.4 crore for the financial year ended 31 December 2024. The company’s snacks segment contributed over Rs 6,800 crore, underscoring the strength of its packaged foods portfolio.

    India’s packaged foods market is currently valued at Rs 3.6 trillion, while the carbonated beverages segment stood at $18.25 billion in 2022, according to ICRIER. PepsiCo faces strong competition from both multinational and domestic players, including Coca-Cola, ITC, Bikaji, and Haldiram’s, with bottling operations managed by its partner, Varun Beverages.

    To bolster local manufacturing and supply chain capabilities, PepsiCo India last year announced a Rs 1,266 crore investment to set up a flavour manufacturing facility in Ujjain, MadhyaPradesh, expected to be operational in Q1 2026. A second facility is also being developed in Tamil Nadu, reaffirming the company’s long-term commitment to the Indian market.

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  • PepsiCo’s India ambitions: fizzing with growth potential

    PepsiCo’s India ambitions: fizzing with growth potential

    MUMBAI: In the sweltering heat of India’s bustling metropolises, where street vendors hawk their wares amid a cacophony of honking horns and animated chatter, PepsiCo has spotted an oasis of opportunity. The beverage and snack behemoth aims to double its revenue in this vibrant South Asian nation over the next five years, viewing India as a critical “key anchor market” where it’s pouring investments like a perfectly fizzy drink into a chilled glass.

    PepsiCo India & South Asia CEO Jagrut Kotecha,  with eyes sparkling like carbonated bubbles rising to the surface, revealed that India will serve as the “engine of growth” for PepsiCo’s global revenue ambitions. Standing tall among the company’s top three markets globally, India’s performance has been anything but flat, serving up double-digit growth that’s as refreshing as a cold sip on a blistering summer day.

    Lays“We believe India will be the engine of growth for PepsiCo to drive the top line,” Kotecha explained, gesturing expressively during an exclusive interview with PTI. “Our per capita consumption in India is still very low, not only for beverages and food, but we would expect one of PepsiCo’s fastest-growing economies to change that,” he added, his optimism as effervescent as a freshly opened bottle of cola.

    The company hasn’t been crisping about when it comes to investments. PepsiCo has already established greenfield plants in the northern state of Uttar Pradesh, where golden wheat fields stretch to the horizon, and is preparing to pop open a new facility in Assam, nestled among lush tea plantations in India’s verdant northeast, by year’s end.

    “We are not going to be investment shy,” Kotecha declared, with the confidence of someone holding the winning hand in a high-stakes game. “We’re going to be investing forward to drive that growth because it’s there for us to capture.”
     

    Pepsi Beverages

    The numbers tell a tasty tale: PepsiCo has poured close to Rs 3,500-4,000 crore into the Indian market over the past three years—an investment as substantial as a fully loaded potato crisp.

    The American giant has crafted a strategy as carefully layered as a perfectly constructed sandwich. It has divided the kaleidoscopic Indian market into nine distinct clusters based on taste preferences, demonstrating an understanding that India’s palate is as diverse as its colourful festivals and traditions.

    PepsiCo operates through instantly recognisable brands that have become as familiar to Indians as the sight of cricket matches in neighbourhood parks—Kurkure with its distinctive crunch, Lay’s with its perfect crisp, thoughtful Quaker, and zesty Doritos dominate its food segment, which contributed a hearty 80 per cent to PepsiCo India’s revenue in 2023.

    The remaining 20 per cent bubbled up from beverages, a segment handled by bottling partner Varun Beverages Ltd (VBL), which operates a network of 41 plants scattered across the country like stars in the night sky. VBL isn’t sipping slowly either—they’ve increased capacity by a quarter this year alone.

    Kurkure

    Its beverages brand include carbonated fare such as  Mountain Dew, 7up, Pepsi, and energy drink Sting and sports beverages Gatorade, while in juices it has Tropicana and Slice brands .PepsiCo operates with Kurkure, Lays, Quaker and Doritos in the snacks category. 

    When questioned about new competitor Reliance’s Campa Cola, which has been creating ripples in the market with aggressive pricing and distributor margins, Kotecha maintained the composed demeanour of a drink that hasn’t lost its fizz.

    “It’s always good to have competition. Competition only helps to grow the category,” he remarked with the wisdom of a seasoned market player. “Even before Pepsi and Coke were there, there were a lot of local, regional players. Now Campa has also come with a lot of flair and expense. So our belief is the category will then grow and consumption will grow.”

    This optimistic outlook comes even as India’s per capita consumption remains “far less” than neighbouring Pakistan—a fact that doesn’t seem to dilute Kotecha’s enthusiasm.

    The vision for PepsiCo India is as clear as a glass of Mountain Dew: to achieve $2 billion (around Rs 17,000 crore) in revenue in the coming years. Having reported over Rs 5,950 crore in 2023 (for nine months due to a change in fiscal year), and maintaining double-digit growth since then, PepsiCo appears to be on a trajectory as steady as a perfectly balanced can of soda.

    As the sun sets over the vast Indian landscape, painting the sky in hues of orange and purple, PepsiCo continues to bet big on a country where every street corner could potentially house a new consumer ready to reach for a cold drink or a packet of crisps. In this land of a billion dreams, PepsiCo is hoping its growth story will be nothing short of effervescent.

  • 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”

  • PepsiCo’s iconic brands turn up the heat in Sizzlin’ Hot TVC

    PepsiCo’s iconic brands turn up the heat in Sizzlin’ Hot TVC

    Mumbai: Flaming up the snack aisle, PepsiCo India, one of the leading players in snack and beverage industry, has introduced a new TVC to celebrate the expansion of its Sizzlin’ Hot platform. This fiery TVC features the complete Sizzlin’ Hot range including Lay’s, Kurkure, and Doritos while highlighting the irresistible heat-packed experience each product offers.

    Sizzlin’ Hot taps into the deep affinity Indians have for ‘chilli’ and offers a spicy sensation, tailored for each iconic brand within PepsiCo’s salty snack portfolio. Following the success of Lay’s and Doritos Sizzlin’ Hot in India, Kurkure recently joined the fiery lineup, introducing its own Sizzlin’ Hot variant that infuses ‘chilli ka tadka’ with Kurkure’s iconic crunch.

    The TVC brilliantly portrays a spectrum of reactions that unfold when people snack onto the irresistible Sizzlin’ Hot range. Set against a captivating backdrop of diverse scenes, including cozy living rooms, bustling offices, and vibrant public spaces, each moment captures their unfiltered, spontaneous responses to the fiery spiciness. From frantically searching for something cool to shedding tears and energetically sprinting in search of relief, this engaging sequence of genuine and humorous reactions serves as a mirror, reflecting the surprise that awaits anyone who takes their first bite of Sizzlin’ Hot.

    Commenting on the Sizzlin’ Hot range expansion and launch of the TVC, PepsiCo VP and foods category head of India and South Asia Anshul Khanna said, “Last year, we introduced one of our most successful global platforms, Sizzlin’ Hot in India and have witnessed an overwhelming response. As we approach the festive season, we’re thrilled to announce the expansion of the platform with localised flavours for the unique Indian spice palate across our beloved brands, including Lay’s Maxx, Kurkure, and Doritos Dinamita. The launch will be accompanied by a comprehensive 360-degree marketing campaign that is sure to get people to intrigued about the fiery range. We hope that consumers love this new range and continue to spice up their snacking occasions.”

    “The Sizzlin’ Hot flavour is available in 3 formats – Kurkure, Lays and Doritos. No matter which one you pick up, the fiery taste is likely to make you react in unexpected ways. From fiery exclamations to bizarre sounds, the execution of the TVC brings together a gamut of expressions in a way that you can’t help but watch it again. Pretty much like the product, that you can’t help but eat another”, added Leo Burnett India national creative director Vikram Pandey (Spiky).

    Sizzlin Hot’ range is available in Lay’s, Kurkure and Doritos across all leading retail and e-commerce platforms in India. The TVC will be supported by a robust 360-degree surround campaign.

  • 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.

  • Kurkure rolls out new campaign for its brand new flavour ‘Chatpata Cheese’

    Kurkure rolls out new campaign for its brand new flavour ‘Chatpata Cheese’

    Mumbai: The quirky snack brand, Kurkure, has unveiled an entertaining new TVC campaign to introduce its latest flavour innovation ‘Kurkure Chatpata Cheese’.

    Crafted by the creative agency Wunderman Thompson, the campaign is not limited to a TVC, but will also be brought to life through a robust 360-degree surround campaign across multiple platforms and an engaging social media initiative for its fans.

    Expressing the magic of fusion, the TVC opens with two families, one Indian and the other a foreigner, discussing their children’s love marriage. The Indian boy’s mother, who is skeptical of their union expresses her displeasure to her son, claiming that he would be better off marrying someone from an Indian family. While doing so, she offers the girl’s parents some Kurkure Chatpata Cheese, but instead tells them in English that she’s proud of her son’s choice. That’s when the ‘chatpata’ twist kicks in and the girl’s mother playfully responds, “chal jhoothi!”, shocking everyone in the room.

    With smooth international cheese and masala ka twist, the new permanent flavour stems from the globally successful cheetos crunchy cheddar jalapeño flavour.

    Kurkure’s latest offering embraces India’s growing affinity for dairy-flavoured snacks. The never-seen-before fusion flavour extends the brand’s play beyond the classic ‘masala’ flavour, which is unheard of in the collet category. The all-new Kurkure chatpata cheese aims to create curiosity amongst the Indian youth with its unique combination of international cheese and Indian ‘chatpatapan’ that is just ‘two much fun’.

    Speaking about the TVC, PepsiCo India Kurkure associate director- brand marketing  Neha Prasad said, “For over twenty 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’!”

    Expressing her thoughts on the campaign, Wunderman Thompson senior vice president Ritu Nakra said, “Kurkure now brings alive an irresistible new flavour by dramatizing 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.”

  • Kurkure’s new campaign with Akshay Kumar adds a quirky twist to a heist

    Kurkure’s new campaign with Akshay Kumar adds a quirky twist to a heist

    Mumbai: Starting the year with a ‘masaledaar’ twist, Kurkure has unveiled a film featuring Bollywood actor Akshay Kumar and actress Samantha Ruth Prabhu.

    This film is a part of the larger ‘Ab Laga Masala’ campaign that captures Kurkure as a ‘chatpata’ anytime snack that adds an element of ‘masti’ and quirkiness to the daily lives of its consumers. In its two-decade-long journey, the Indian snack brand Kurkure has launched several innovative product formats and flavour profiles across collet, puffed, and namkeens – disrupting not only the domestic but also the international markets with its ‘masaledaar’ offerings and quirky storytelling.

    In the film, Akshay Kumar plays a thief who breaks into Samantha’s house in the middle of the night and gets distracted when he sees a packet of Kurkure kept in the kitchen cabinet. Just as he is about to open the packet, Samantha and her family catch him red-handed and snatch the pack from his hands to eat Kurkure themselves, then offering him as well. Forgetting his initial intention to rob the house and with no fear of being caught, Akshay, who is already eager to munch on the snack, readily obliges. Needless to say, Kurkure’s ‘masaledaar’ flavour sends Akshay into a ‘maha-flavourful’ bliss, until reality hits and greets him with the sound of police sirens on the way to the house.

    “Be it for my movies or my ads, I’ve always strived to create extraordinary moments for my fans, and Kurkure has been perfect at bringing out the quirky yet extraordinary side of me. It’s always fun to play an entertaining character that can transform dull moments into memorable ones with a ‘masaledaar’ kick,” said Kumar.

    PepsiCo India associate director – brand marketing Kurkure, Neha Prasad said, “Kurkure has a special place in the heart of Indian consumers with its iconic flavour and ‘tedha’ persona. The brand has the ability to 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.”

    Expressing her thoughts on the campaign, Wunderman Thompson senior VP Ritu Nakra said, “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.”

  • Zomato’s Gaurav Verma is new PharmEasy CMO

    Zomato’s Gaurav Verma is new PharmEasy CMO

    NEW DELHI: PharmEasy has brought in former Zomato CMO Gaurav Verma to lead its marketing operations.

    "Delighted to announce that I am joining the excellent team at PharmEasy! They have built a phenomenal quirky brand and am super excited to see what new heights we can take it to," said Verma in a post on his LinkedIn profile.

    Verma joined Zomato in 2019. Soon, he was elevated to global growth head of dining out for a brief period of six months. Soon, he was given the mantle for marketing in April this year.

    He led the brand marketing activities for Zomato throughout the pandemic and spearheaded several interesting campaigns. He exited the food delivery platform in November 2020.

    Verma has 15 years of experience in the industry and has worked at leading companies like Pepsico, ITC, Lenovo, and Tata Tea. His longest stint was at Pepsico where he operated in different categories such as Tropicana, Lays, Kurkure, and others. 

  • Kurkure’s new campaign celebrates togetherness of Indian families

    Kurkure’s new campaign celebrates togetherness of Indian families

    NEW DELHI: To express gratitude towards the millions of Indian families for their continued support towards each other during these challenging times, Kurkure launched a special campaign. The campaign brings to life a special thank you to the Indian families for always being supportive, entertaining, and adding ‘masaledaar fun’ to each other’s lives in their own ‘atpata’ and ‘chatpata’ ways.

    Through its long journey in India, Kurkure has always been an integral part of Indian families and their daily moments filled with ‘quirky masti’. The new campaign is based on three relevant insights. The cultural insight of how India has been known for its joint family – centric setup; the social insight which recognizes the deepened bond, uptick in family time and increased connect between family members during these challenging times as more and more people have moved back home; and the consumer insight which identifies people's need to express themselves in fun and quirky ways. 

    PepsiCo India senior director and category head – foods Dilen Gandhi said, “As individuals, thanking our immediate families may not always come naturally to us.  While we may convey our gratitude to them through little actions, it is putting this deep emotion into words which is the real challenge. Through Kurkure’s new campaign, we aim to offer our fans and consumers across India with a fun way to say ‘thank you’ to their loved ones. This quirky tribute matches perfectly with the ‘atpata’ and ‘chatpata’ characteristics of Indian families – making this ode truly distinct in today’s scenario.”

    He further added, “While the trend earlier was about moving out on your own, the reality now has once again cherished the role played by family as a social institution and familial bonding has become a privilege. Our attempt through this campaign is to celebrate that.”

    The special film unveiled by the brand captures the nuances of the relationship that all family members share with each other and celebrates how they have kept one another upbeat and entertained even during these times. The peppy track takes the audience through relatable, fun-filled family moments from the homes of Indian families, such as fighting over the remote control and enjoying a special meal.  Shot in a unique stop-motion format, the film highlights that with family by one’s side, even these difficult times have been nothing short of a joyride. 

    Kurkure brand ambassador Akshay Kumar said, “In these trying times, we came closer to our families and became each other's source of strength, happiness and humour. Kurkure, which has a long journey of celebrating fun-filled family moments, captures this heartfelt bond and the idea of being each other's support through a special masaledaar tribute to the Indian families. I hope everyone enjoys this chatpata ode and is inspired to find fun ways of thanking their own families”.

    PepsiCo Foods, India WPP lead – Ritu Nakra said, “Kurkure has always had Indian families as the "Hero" of our brand communication. In light of current events, our families have become more important than ever, acting as our support systems and making these tough times somewhat bearable. This ode to Indian families was our way of recognising and celebrating our families that have been there for us through tough times. Done in a very quintessential Kurkure manner, with loads of quirk and humour.”

    The launch of the film is first in the line of many digital activations that the brand has in the pipeline for the coming few weeks. The latest campaign is being brought to life through a robust 360-degree surround plan across multiple platforms. 

    CREDITS:

    Creative Agency:

        WPP Lead – PepsiCo Foods, India: Ritu Nakra

        Chief Creative Officer: Senthil Kumar

        Executive Creative Director: Harsh Maheshwari & Pallav Medhi

        Strategy Leads: Atishi Pradhan & Arnab Datta Chaudhuri

        Creative Director: Partha Sengupta & Priyadarshi Khastgir

        Copywriter: Bhavini Trikha

        Film Department: Mandeep Singh

        Account Management: Binay Mehra & Kirti Sinha

     Production House:

        Director: Vishal Shekhar

        Producer: Anand Kumar

        Production House: Full Moon Productions

  • Kurkure launches two new exciting flavours with a ‘Masaledaar’ TVC

    Kurkure launches two new exciting flavours with a ‘Masaledaar’ TVC

    MUMBAI: Kurkure, one of India’s most loved snack brands, today announced the launch of two new exciting flavours – Gazab Golmaal and Herapheri Hungama – through a unique TVC featuring Bollywood’s leading actor, Akshay Kumar. Kumar, who has recently been announced as the face of the brand, was seen trying to decode the masalas of the new flavours in a never-seen-before, triple avatar role for the film.

    Being the one-stop family-entertainer all through its 20-year long journey in India, Kurkure has always aimed to add a spark of ‘quirky masti’ into the everyday lives of its consumers through its wide array of delicious product offerings and innovative storytelling. The launch of the new Kurkure Gazab Golmaal and Herapheri Hungama flavours comes at the back of the brand’s constant drive to innovate and introduce distinct yet delicious flavours for every palate across India. The brand aims to add more youthfulness, humour and Bollywood entertainment to Indian families by associating with the country’s leading actor – Akshay Kumar.

    Expressing his thoughts on the new launch and the campaign, Mr. Dilen Gandhi, Sr Director and Category Head – Foods, PepsiCo India, said, “Kurkure has always aimed at becoming a key part of the lives of its consumers not only through its memorable and quirky storytelling, but also through its extensive portfolio of unique offerings. We are thrilled to launch Gazab Golmaal and Herapheri Hungama with an element of mystery to tease the taste buds of our consumers. It will be very exciting to see how these exciting new flavours leave them guessing the ingredients, while wanting for more.”

    He added, “The ‘masala’ and quirk of brand Kurkure has certainly gone up several notches with the country’s most celebrated actor, Akshay Kumar, coming on-board with us. We are certain that the launch of the new flavours as well as the association with Akshay will hit our consumers with non-stop humour and unmatched ‘quirky masti’.”