Ad Campaigns
Kurkure rolls out new campaign for its brand new flavour ‘Chatpata Cheese’
Mumbai: The quirky snack brand, Kurkure, has unveiled an entertaining new TVC campaign to introduce its latest flavour innovation ‘Kurkure Chatpata Cheese’.
Crafted by the creative agency Wunderman Thompson, the campaign is not limited to a TVC, but will also be brought to life through a robust 360-degree surround campaign across multiple platforms and an engaging social media initiative for its fans.
Expressing the magic of fusion, the TVC opens with two families, one Indian and the other a foreigner, discussing their children’s love marriage. The Indian boy’s mother, who is skeptical of their union expresses her displeasure to her son, claiming that he would be better off marrying someone from an Indian family. While doing so, she offers the girl’s parents some Kurkure Chatpata Cheese, but instead tells them in English that she’s proud of her son’s choice. That’s when the ‘chatpata’ twist kicks in and the girl’s mother playfully responds, “chal jhoothi!”, shocking everyone in the room.
With smooth international cheese and masala ka twist, the new permanent flavour stems from the globally successful cheetos crunchy cheddar jalapeño flavour.
Kurkure’s latest offering embraces India’s growing affinity for dairy-flavoured snacks. The never-seen-before fusion flavour extends the brand’s play beyond the classic ‘masala’ flavour, which is unheard of in the collet category. The all-new Kurkure chatpata cheese aims to create curiosity amongst the Indian youth with its unique combination of international cheese and Indian ‘chatpatapan’ that is just ‘two much fun’.
Speaking about the TVC, PepsiCo India Kurkure associate director- brand marketing Neha Prasad said, “For over twenty years, Kurkure has been the family-entertainer that adds a spark of quirky masti into the daily lives of its consumers. We keep our consumers at the heart of everything we do by creating campaigns that illustrate unconventional, yet relatable modern Indian family moments. Our latest TVC intends to transform any family moment into an entertaining one with our new Chatpata Cheese fusion flavour that is truly ‘videsi mein desi chatpatapan’!”
Expressing her thoughts on the campaign, Wunderman Thompson senior vice president Ritu Nakra said, “Kurkure now brings alive an irresistible new flavour by dramatizing the fusion of India’s favourite masaledar crunch with an International cheese flavour. Watch how ‘videsi mein desi chatpatapan’ will make a perfect snack in the new ad campaign.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
