India, May 16 -- Kurkure has been a part of India's everyday snacking culture for over 25 years and the love it enjoys in Uttar Pradesh is no different. Known for its deep-rooted love for chatpata flavors, U.P. has always embraced snacks that deliver a punch and Kurkure has consistently answered that craving with its signature crunch and spice. Whether it's the bustling joints or cozy evening chai breaks, Kurkure is part of U.P.'s everyday rhythm, adding a spark of chatpata fun wherever it goes. Building on this deep connection and offering even more value to consumers in U.P., Kurkure introduced an exciting offer: 65% extra product in every pack.
Adding to the extra spice the brand has launched two new TVC films that capture the overarching themes of fun and spontaneity, with subtle nods to the consumer behavior seen in U.P. The first film takes place in a lively household, where a young adult is caught munching by his mother, who teases, "Saare din Kur Kur Kur Kur," to which he responds, "Kurkure mein hai 65%* extra." The second film is set in a classroom, where a student's munching interrupts the lecture, and his friend jumps in with, "Kurkure mein hai 65%* extra, isliye Kur Kur Kur Kur Kurkure," turning the moment into the perfect cover-up. Both films are unified with a catchy sonic, reinforcing the playful spirit of the Kurkure.
At the heart of these playful moments is a catchy new sonic - "Kur Kur Kur Kur Kurkure" - a jingle that's as familiar as a cycle bell on a quiet lane. It captures the spirit of togetherness, and the flavourful fun that Kurkure has brought into Indian homes for generations.
Speaking about the campaign, Aastha Bhasin, marketing director, Kurkure, PepsiCo India, said, "Uttar Pradesh is one of our most dynamic and high-potential markets and when consumers here speak, we listen. Kurkure has always been rooted in flavour and playful storytelling, and with this campaign, we're doubling down on what our U.P. consumers love most. By offering 65% extra of our iconic Masala Munch, we're delivering on the demand for more value, more flavour, and more masti. The new 'Kur Kur Kur Kur Kurkure' sonic injects a burst of masala into every bite, celebrating the region's deep love for vibrant, flavour-first snacking. This is our way of saying: we hear you, we value you, and we're here to serve up even bigger, bolder experiences - the Kurkure way."
As Kurkure celebrates this exciting offer, it continues to honour the flavours, friendships, and fun that define everyday life in UP. With every crunchy bite of Zaykedaar Masala Munch, the brand invites consumers to relive memories, create new ones, and keep the "Kurkure wali masti" going because when it comes to snacking in UP, there's always room for a little extra.
Kurkure Masala Munch, offering 65% extra*, is available at INR 5 at leading retail platforms across U.P.
Published by HT Digital Content Services with permission from FoodTechBiz.