Kurkure Unveils its New Brand Mantra; Signs Taapsee Pannu as Brand Ambassador

The campaign, ‘Khayal toh Chatpata hai’ underlines Kurkure’s continued efforts to recognize the Indian homemaker.

Kurkure has roped in leading Bollywood actress, Taapsee Pannu as its brand ambassador. The announcement is strategically timed as Kurkure embarks on a new journey with its new positioning – ‘Khayal toh Chatpata hai’, celebrating progressive thinking that young Indian homemakers bring in to traditional Indian families. With a promise to add more fun and excitement to family time, the brand rings in a new mantra, together with the boundless energy of Taapsee, who stands synonymous to the essence of Kurkure.

Kurkure is a perfect partner for every moment of togetherness with the family. Celebrating these moments, ‘Khayal toh Chatpata hai’ underlines Kurkure’s continued efforts to recognize the Indian homemaker, who has been the center force in bringing families together. The new positioning highlights progressive ideologies that the homemaker holds today; from breaking conventional barriers to new-age thinking which embraces modernity while being anchored in tradition.

Sharing her excitement on coming onboard as the brand ambassador of Kurkure, Taapsee Pannu said, “I am extremely excited to be associated with Kurkure. It has been an integral part of my family ‘masti’ moments back home in Delhi and during my breaks while shooting in Mumbai. I have always admired Kurkure for its family and fun orientation. And, as the brand takes on a new positioning of ‘Khayal Toh Chatpata hai’, I look forward to an exciting and chatpata journey with Kurkure.”

Talking about Kurkure’s new positioning and having Taapsee on board, Jagrut Kotecha, Vice President – Snacks Category, PepsiCo India Ltd, said, “As Kurkure enters a new and exciting phase with ‘Khayal Toh Chatpata Hai’ positioning, we are thrilled to be carrying forward this journey with Taapsee, who resonates well with the brand philosophy. With the new positioning, we aim to celebrate the forward-thinking brought-in by today’s women and Taapsee who is an inspiration to them; and has proved her strength and mettle by taking on unconventional roles, in movies or beyond, is a natural fit.  We welcome her to the Kurkure family”

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Taapsee, who has been reigning in her back to back film successes, through this collaboration will be seen in a series of advertising and marketing campaigns. The first in the series, Kurkure, today unveiled a new advertisement campaign featuring the actress in her bubbly and chirpy avatar.

In the film, Taapsee, is seen representing a new Indian homemaker, a bahu, who shares her excitement, with her family, on receiving a job offer. Unfortunately, her excitement meets denial from her aunt, who recommends her to take up a hobby at home. As the bahu battles with the disappointment, Kurkure comes to her rescue, as its spices and flavors become her driving force to encourage the aunt to think beyond the conventional. With every bite of Kurkure, Taapsee is seen taking on the task of convincing her aunt of her professional choices, in a witty and fun manner. The film concludes on a positive and happy note, wherein, the family is seen enjoying a pack of Kurkure and the aunt supporting the bahu to venture out and pursue her career and passion.