Kurkure campaign for masala moments

23 Dec,2020

By A Correspondent


Snack brand Kurkure has unveiled a new campaign, along with brand ambassador and actor Akshay Kumar. The new campaign ‘Ab Laga Masala’ is based on the insight that there is a sense of monotony has set-in in people’s lives – with everyday activities seeming dull and boring.


Said Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India: “Through our latest campaign, we aim to inspire our fans and consumers across India to break the monotony and humdrum of life by adding a touch of ‘masala’. Through this campaign, we want to showcase how consumers can infuse fun and humour into their routines with Kurkure, making everyday moments ‘memorable’ and not ‘mundane’.”


Speaking about the campaign, Senthil Kumar, Chief Creative Officer, Wunderman Thompson, India said, “Kurkure has always been an integral part of the Indian family. Whether it’s celebrating each other’s quirks together or saving each other from boredom.  The team came up with this interesting idea to use Kurkure as a device that unlocks full family entertainment. Extremely relevant in these times when we tend to get bored so easily. Akshay’s superb comic timing and the use of Kurkure as the remote makes the ad memorable and fun to watch.”



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