Ad Campaigns
Kurkure redefines norms with the Chatpate Se Sab Patein campaign
Mumbai: Kurkure, a snack brand unveils its latest positioning, ‘Chatpate Se Sab Patein’ as a stance against conformity, encouraging individuals to embrace their originality. This positioning has been brought to life through a campaign a TVC spearheaded by its charismatic brand ambassador Sara Ali Khan. This campaign perfectly captures the essence of breaking conformity while maintaining the warmth and quirkiness that Kurkure has always been known for.
Kurkure has always been a family entertainer and a household name in the country, infusing quirky masti through compelling storytelling and innovative products. Upholding this very spirit with ‘Chatpate Se Sab Patein’, the brand aspires to inspire individuals to liberate themselves from the pressures of a set culture and wholeheartedly embrace the freeing spirit of anti-hustle. Embracing a balanced lifestyle over relentless work, this culture reflects a collective desire for well-being and fulfilment, challenging traditional notions of success with a more holistic approach.
The TVC kicks off with Sara as a bride, looking radiant on her wedding day, standing on the stage. When her boss, Sanjay, gets on the stage to congratulate her it results in a delightful exchange, he cheekily accuses Sara of not answering his phone in the morning. This elicits her witty “Sanjay” comebacks as she bites a pellet of Kukure. Transitioning into a flashback where she humorously cites examples of the different uncalled-for situations created by her boss and each of her family members comically contributing these instances to Sanjay with synchronized chants. Sara, in good spirits, jests about the reason her phone is always busy, the person who wishes her good morning before her mother, the person who keeps the chanting longer than her grandmother and the person who will unexpectedly be third wheeling on her honeymoon with Sanjay being at the epicentre of all these situations. The revelation of Sanjay as her boss results in a playful interaction, leaving the wedding guests in laughter. The TVC concludes with Sanjay claiming that he’s just her boss and only wants ‘kaam’ with a swift and witty reply from Sara- That’s right Sir, CalmDown! The scene effortlessly transitions to the satisfying crunch of Chatpate Kurkure, emphasizing the tagline – ‘Chatpate Se Sab Patein’.
Sharing her thoughts on the campaign, brand ambassador Sara Ali Khan said, “What is life without a harmonious work-life balance? Honestly, for me, it is nothing! Kurkure’s ‘Chatpate Se Sab Patein’ brilliantly takes on the cause of championing a balanced life with a twist of humour and relatability. I truly enjoyed playing a part in such a strong and often ignored narrative taken up by Kurkure. I’m sure our viewers will resonate with the feeling of having a ‘Sanjay’ in their life and my one mantra to all of them will be- Stay calm, bite into your favourite Kurkure and let the fun unfold.”
Expressing her excitement, PepsiCo India category lead, Kurkure, Aastha Bhasin, “Kurkure, India’s cherished snack brand, has woven itself into the fabric of Indian households through its quirky taglines and compelling narratives over the years. As a brand that strives for a close connection with its consumers, we realised the challenges that come with conformism and a fast-paced hustle culture. Backed by this very insight, we’re thrilled to introduce our fresh positioning – ‘Chatpate Se Sab Patein’. Infused with a dash of humour and cheek, this positioning encourages individuals to liberate themselves from the shackles of conformity and embrace a balanced life. Rooted in Kurkure’s creative essence, our campaign film, starring Sara, masterfully captures the heart of this narrative. She not only impeccably embodies the protagonist’s role but also infuses authenticity and relatability into the storyline, staying true to Kurkure’s distinctive and flavorful identity.”
Vikram Pandey (Spiky), National Creative Director, Leo Burnett said, “Kurkure as a brand has always encouraged its consumers to make brave choices albeit with its signature quirky humour. With this film, we wanted to use this humour to land an important message against toxic conformity. One such example that our film brings to life is that of toxic bosses. Often working long hours has been seen as a badge of honour, but in reality, it takes away from precious family time. Kurkure encourages everyone to break these toxic cycles as #ChatpateSeSabPatein”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
