Kurkure unveils its new brand mantra

18 Feb,2019

By A Correspondent


Snack brand Kurkure has unveiled its new positioning ‘Khayal toh Chatpata hai’ to celebrate progressive thinking that young Indian homemakers bring in to traditional Indian families



Speaking about the new positioning and signing Taapsee Pannu as Brand Ambassador, Jagrut Kotecha, VP Snacks Category, India Region, PepsiCo India, 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 homemaker and Taapsee who is an inspiration to them; and has proved her strength and mettle by taking on unconventional roles, in movies and beyond, is a natural fit.  We welcome her to the Kurkure family.”


Elaborating on the new campaign, Varun Channa, Managing Partner, JWT added: “The brand positioning is evolving with the changing consumer and the line ‘Kurkure, Khayaal to chatpata hai’ resonated well in research across centers.  Taapsee with her chatpata personality helps bring to life the proposition and celebrates the families that walk the unconventional route.”



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