KURKURE LAUNCHES ‘VIDESI MEIN DESI CHATPATAPAN’ CAMPAIGN FOR THEIR NEW ‘CHATPATA CHEESE’ FUSION FLAVOUR

• The all-new Kurkure Chatpata Cheese is the perfect ‘jugalbandi’ of international cheese and Indian ‘chatpatapan’

(Click here to watch the film)

New Delhi, June 20, 2022: Staying true to its quirky personality, Kurkure, one of India’s most loved snack brands, has unveiled an entertaining new TVC campaign to introduce its latest flavour innovation – Kurkure Chatpata Cheese. With smooth international cheese and masala ka twist, the new permanent flavour stems from the globally successful Cheetos Crunchy Cheddar Jalapeño flavour.

As a brand that always captures the pulse of the nation, 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’.

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.

Speaking about the new film, 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’!”

Expressing her thoughts on the campaign, Ritu Nakra, Senior Vice President, Wunderman Thompson, “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.”

Not limited to a TVC, the Kurkure Chatpata Cheese ‘Videsi Mein Desi Chatpatapan’ campaign 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.

AGENCY CREDITS:

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

About Kurkure:

Kurkure- a product that was developed in India, has established a strong connection with consumers across the country as a great-tasting ‘namkeen’ snack. Kurkure is one of the eight brands in PepsiCo India’s portfolio, each of which brings in over INR 1000 crore in annual estimated retail sales. The expansion of the Kurkure trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavor of building out strong master brands in its India portfolio. Kurkure is also manufactured and sold in countries like the UAE, Canada, Pakistan, and Bangladesh.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 63 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Doritos, Mountain Dew, Tropicana 100%, Gatorade, and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generates Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com.