New Delhi: Kurkure, known to be at the forefront of snack product and marketing innovation, takes forward its mega brand strategy by introducing three unheard-off flavors using the family introduced recently.
Based on the insight that Indians just love giving ‘Desi’ twists to international tastes, these flavours are based on popular international cuisines but with a signature Desi Kurkure twist – Punjabi Pizza, Andhra Bangkok Curry and Rajasthani Manchurian.
In January, consumers saw the family planning a ‘small party’ with its extra-large ‘Super Saver Pack’. Parineeti Chopra (Bahu Remix) and Farida Jalal (Social Butterfly) offer Punjabi Pizza to the arrogant NRI guest Omi Vaidya who soon gets nostalgic about the taste of home – only trouble is he’s not sure if its Italy or Punjab! Commenting on the campaign, Nalin Sood, Executive Vice President – Foods, PepsiCo India said, “The latest campaigns take forward Kurkure’s mega brand strategy aimed at portfolio expansion and offering consumers unique, novel and tasty flavour combinations.
Speaking about the creative thought behind the ad films, Bobby Pawar, Chief Creative Officer, JWT India said, “Kurkure’s ‘Tedha Hai Par Mera Hai’ belief brings alive the eccentricities of our families today – unconventional yet relatable modern Indian family that loves each member in spite of their quirky personalities. Commenting on the campaign, Nalin Sood, Executive Vice President - Foods, PepsiCo India said, “The latest campaigns take forward Kurkure’s mega brand strategy aimed at portfolio expansion and offering consumers unique, novel and tasty flavour combinations.
Speaking about the creative thought behind the ad films, Bobby Pawar, Chief Creative Officer, JWT India said, “Kurkure’s ‘Tedha Hai Par Mera Hai’ belief brings alive the eccentricities of our families today - unconventional yet relatable modern Indian family that loves each member in spite of their quirky personalities. India-based Namkeen brand from PepsiCo, Kurkure has launched three new products under the 'Ingredients of India' range made with a special ingredient, Dal. PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India.


With this, Kurkure fans will experience a never before combination of taste that combines the best of both worlds.
Starting February 22nd, consumers will see the Kurkure family saga unfold with new stories around these flavours. Andhra Bangkok Curry reminds Ramyakrishnan (Perfect Bhabhi) of Andhra’s cuisine but Boman Irani (Chupa Rustam) has a lot of explaining to do once he blurts out that it reminds him of Bangkok!
Cutting across geographies, age-groups and varying personalities, the brand is reinforcing its position as the largest salty snack brand in the country.
Based on the insight that Indians just love giving ‘Desi’ twists to international tastes, these flavours are based on popular international cuisines but with a signature Desi Kurkure twist - Punjabi Pizza, Andhra Bangkok Curry and Rajasthani Manchurian. Using a combination of popular dals and locally relevant flavours from various regions of India, the brand has come out with three variants that include Mumbai Chatpata Usal, Bengali Jhaal &South Spice Mix. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touche Tohmatsu India Pvt.
The campaign has three TVCs that involve the family members tasting or getting others to taste the three flavors – but no one can decide which taste is dominant – Indian OR International.
The 3rd ad-film sees Parineeti Chopra and Kunal Kapoor (Bollywood Banker) planning a vacation while eating Rajasthani Manchurian flavor and are so lost in the taste that they do not even realize that they are planning different destinations Rajasthan & China!


Kurkure is a perfect combination of modern outlook with tradition twist… and the same is reflected in its campaigns as well as innovative product offerings.
The three new ingredient based Kurkure will be available in retail outlets available across the country in packs of 23g, 50g and 120g.
PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Nalin Sood, EVP Marketing – Foods, PepsiCo India, said “Kurkure always been at the forefront of innovation in the snacks category by bringing locally relevant, great tasting &quality products to Indian consumers. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.



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