Ad Campaigns
Kurkure unveils the second TVC to introduce its puffed and pellet segment
Mumbai: Following the first TVC film that captured the ‘masaaledar’ banter between a young protagonist and ghost, Kurkure unveiled its second TVC under its ongoing “Halke Mein Lo” campaign to celebrate its youthful new sub-brand, Kurkure Playz.
The film opens with the family enjoying teatime in the front yard of their bungalow when there’s a sudden disturbance on the radio playing next to them. That’s when they look up to find a spaceship hovering over the lawn amid dark clouds with strong winds. Two larger-than-life aliens appear with a plan to abduct the family, beckoning the protagonist to get on the ship right away. While spooked at first, a bite of Kurkure Playz Pastax transforms the youngster’s fear into a take-it-easy “Halke Mein Lo” attitude, leading him to make witty wisecracks and diffusing an intimidating situation into a laughing riot.
Commenting on the TVC, Leo Burnett national creative director Vikram Pandey (Spiky) said, “This is the second film for the new Kurkure Playz campaign, and it continues the light-hearted quirky tonality set by the first film with our “Halke Mein Lo” proposition. In this film we find the protagonist’s family facing an alien invasion, but they manage to put off their abduction by stalling the aliens. We hope that the audiences will enjoy this film as much as the first one.”
Speaking on the campaign, Kurkure said associate director and brand lead Neha Prasad, “Aimed at the gen-z audience, our campaign encourages the Indian youth to take it easy in the face of daily hiccups through a proposition that is refreshing yet colloquial – “Halke Mein Lo.” Our first film received an overwhelmingly positive response for its unique storytelling format. This propelled us to bring forth the second TVC that we hope will once again keep everyone entertained in true Kurkure style!”
Adding another playful twist to the campaign, Kurkure collaborated with popular actress and social media sensation, Niti Taylor, for a ‘halka’ prank. The actress shared an image of a supposed alien sighting on her Instagram story, leaving fans curious about her encounter! But upon disclosing her collaboration with Kurkure Playz Pastax, fans were relieved that it was just a harmless prank!
Kurkure Playz comes in two product offerings – the widely popular and successful Kurkure Playz Puffcorn and the all-new Kurkure Playz Pastax. While Kurkure Playz Puffcorn has a distinct shape with a light texture and comes in cheese flavour, Kurkure Playz Pastax has a creamy, herb and onion flavour in a pasta-shaped bite. Kurkure Playz Puffcorn is available at Rs 5, Rs 10, Rs 20, Rs 50 and Kurkure Playz Pastax at Rs 5, Rs 10, and Rs 20 at leading retail and e-commerce platforms across the country.
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.
