Kurkure ad made a year ago celebrates India’s T20 World Cup win

MUMBAI: Kurkure didn’t just back the winning team, it printed the victory party invite a full year before the final whistle. A striking front-page advertisement in one of India’s leading English newspapers on the morning after India’s T20 World Cup triumph carried a clever twist, “This Ad Was Made A Year Ago.” The creative paid tribute to the Men in Blue with the line “India Ne Kurkure Ko Sirf Khaaya Nahi, Full Dil Se Apnaaya,” revealing that Kurkure had already wrapped its new Jowar Puffs pack in the Indian jersey’s blue and orange colours long before the historic win.

The ad continued, “Jeet Ki Roar Se Pehle… India Ke Apne Brand Ne Indian Jersey Ki Shaan Mein Kurkure Jowar Puffs Ka Pack Rang Diya… A Year Before Men In Blue Were Winning, We Were Already Twinning!”

The campaign, which quickly went viral, perfectly captured the nation’s celebratory mood while showcasing Kurkure’s deep-rooted Indian identity. Born and built in India, the brand has been part of households for over 25 years, growing alongside the country’s tastes and milestones.

The timing also aligned with the launch of Kurkure Jowar Puffs, a baked, millet-based snack made with jowar (sorghum) that combines traditional Indian grains with Kurkure’s signature bold taste. Launched to mark the brand’s 25th anniversary, it taps into the rising demand for healthier snacking options.

Pepsico India marketing director for Kurkure and Doritos Ankit Agarwal said, “For over 25 years, Kurkure has been proudly made in India and deeply woven into the country’s cultural fabric. As the nation came together to celebrate this historic victory, we wanted to mark the moment with a tribute that reflects both our pride in the Men in Blue and Kurkure’s own journey alongside India. It also felt like a natural fit with Kurkure Jowar Puffs.”

In a country where cricket victories feel like national festivals, Kurkure didn’t just join the party, it showed up with the snacks and the foresight, proving that the best celebrations are the ones you start planning long before the first six is hit.