Akshay Kumar can't figure out Kurkure's new flavours

Kurkure, one of India’s most loved snack brand, today announced the launch of two new exciting flavours – Gazab Golmaal and Herapheri Hungama – through a unique TVC featuring Bollywood’s leading actor, Akshay Kumar. Kumar, who has recently been announced as the face of the brand, was seen trying to decode the masalas of the new flavours in a never-seen-before, triple avatar role for the film.

Being the one-stop family-entertainer all through its 20-year long journey in India, Kurkure has always aimed to add a spark of ‘quirky masti’ into the everyday lives of its consumers through its wide array of delicious product offerings and innovative storytelling. The launch of the new Kurkure Gazab Golmaal and Herapheri Hungama flavours comes at the back of the brand’s constant drive to innovate and introduce distinct yet delicious flavours for every palate across India. The brand aims to add more youthfulness, humour and Bollywood entertainment to Indian families by associating with the country’s leading actor – Akshay Kumar.

Expressing his thoughts on the new launch and the campaign, Dilen Gandhi, Sr Director and Category Head – Foods, PepsiCo India, said, “Kurkure has always aimed at becoming a key part of the lives of its consumers not only through its memorable and quirky storytelling, but also through its extensive portfolio of unique offerings. We are thrilled to launch Gazab Golmaal and Herapheri Hungama with an element of mystery to tease the taste buds of our consumers. It will be very exciting to see how these exciting new flavours leave them guessing the ingredients, while wanting for more.”

He added, “The ‘masala’ and quirk of brand Kurkure has certainly gone up several notches with the country’s most celebrated actor, Akshay Kumar, coming on-board with us. We are certain that the launch of the new flavours as well as the association with Akshay will hit our consumers with non-stop humour and unmatched ‘quirky masti’.”

In the ‘hatke’ TVC launched by the brand today, Akshay is seen in triple generation avatars portraying himself as a young lad, a father and a grandfather. The film opens with a young girl questioning ‘masala expert’ Akshay Kumar about the secret ingredients of the new Kurkure Gazab Golmaal and Herapheri Hungama. As soon as young Akshay munches onto the lip-smacking Kurkure flavour, his mind goes into a frenzy because of the ‘chatpata, tangy and teekha’ flavours in the new Kurkure, and he declares how the mystery ingredients of the new flavours cannot be detected even by his ‘baap’! This statement kicks off a series of hilarious events, as Akshay then takes on the role of his own father and tries his hand at guessing the mystery masalas of the new Kurkure flavours. On failing to do so, he makes the same remark, which ultimately triggers Akshay’s heavenly grandfather to grab the pack – only to excitedly say ‘Kya masala hai!’ while munching on the new Kurkure Gazab Golmaal and Herapheri Hungama flavours.

Speaking about the TVC, Ritu Nakra - WPP Lead, PepsiCo Foods, said, “Kurkure brings two new mystery flavours and with it the opportunity to innovate the creative format. Launching Akshay Kumar - the King of Entertainment - in a manner which drives relevance and enjoyment with youth became the task the team took on. #BaapReBaap is the first of many such crazy masaledaar stories from the brand.”

The exciting association between the brand and Akshay Kumar was revealed in Kurkure’s trademark ‘OTT and quirky style’, generating massive buzz across media platforms. A shot from the TVC was shared by Akshay on his Instagram handle, which resulted in widespread speculation about the star’s new and exciting look. Akshay was then announced as the brand ambassador through a quirky video on Kurkure’s social media handles, where he was seen chanting, “Twinkle, Twinkle sun na yaar, kuchh masaledaar leke aa raha hai Akshay Kumar’ and posing with the Kurkure Masala Munch pack in a cheeky manner.

Offering delicious yet mysterious flavours in every munch, Kurkure Gazab Golmaal and Herapheri Hungama flavours are available for a limited time at INR 5 and INR 10 across traditional retail outlets as well as e-commerce platforms. 

TVC CREDITS:

Creative Agency:

• WPP Lead - PepsiCo Foods, India: Ritu Nakra
• Chief Creative Officer: Senthil Kumar
• Executive Creative Director: Harsh Maheshwari & Pallav Medhi
• Strategy Leads: Atishi Pradhan & Arnab Datta Chaudhuri
• Creatives: Partha Sengupta, Priyadarshi Khastgir & Barkha Tiwari
• Film Department: Mandeep Singh
• Account Management: Binay Mehra & Kirti Sinha

Production House:

• Director: Kishore Iyyar
• Producer: Marjorie Rodrigues
• Production House: Nirvana Films