Sports
Kurkure ad made a year ago celebrates India’s T20 World Cup win
Pre-planned front-page tribute in English newspaper ties blue-orange Jowar Puffs to national pride.
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.
Sports
Alstone named Official Cladding Partner of Punjab Kings for IPL 2026
Premium exterior cladding brand strengthens its cricket association strategy with third IPL tie-up.
MUMBAI: Alstone is clearly aiming to build stronger walls both on the field and in the minds of cricket fans by teaming up with Punjab Kings this IPL season. India’s leading premium exterior cladding brand has announced its association with Punjab Kings as the Official Cladding Partner for the 2026 edition of the Indian Premier League. This marks Alstone’s third engagement with India’s biggest cricketing platform, underlining its continued strategy of leveraging high-impact sporting events to boost brand visibility and national connect.
Having previously partnered with a Bengaluru-based franchise, Alstone has now aligned with Punjab Kings, a team known for its fearless gameplay, high energy and passionate fan base. The collaboration brings together Alstone’s progressive brand philosophy and the dynamic spirit of the Kings.
Through the partnership, Alstone plans to roll out a mix of integrated marketing initiatives, creative campaigns and on-ground activations during the season. The focus will be on deeper engagement with channel partners and end consumers while reinforcing its leadership in the premium cladding segment.
Speaking on the association, Mr Sumit Gupta, Managing Director of Alstone, said: “Our partnership with Punjab Kings for the 2026 season is a reflection of Alstone’s evolving brand journey with cricket. This platform represents scale, influence and cultural relevance at an unmatched level. Punjab Kings, with their passion and energy, perfectly mirror the values we stand for innovation, performance and consistency.”
Saurabh Arora, Chief Commercial Officer of Punjab Kings, added: “We’re happy to have Alstone come on board as our Official Cladding Partner for the 2026 season. It’s always great to work with brands that are growing strongly across India. We’re looking forward to building this partnership together and creating meaningful engagement for fans.”
With over two decades of industry leadership, Alstone offers a diverse portfolio including Fire Retardant Composite Panels (FRCP), Metal-based High-Pressure Laminates (HPL), Aluminum Honeycomb Panels, Metal Louvers and Zinc Composite Panels (ZCP) in collaboration with VMZINC, France.
As the IPL continues to deliver massive viewership and engagement, Alstone’s tie-up with Punjab Kings highlights the brand’s commitment to bold, memorable brand-building in one of India’s most vibrant sporting arenas.
In the high-stakes world of T20 cricket, where boundaries are smashed every match, Alstone is making sure its brand presence is equally solid and eye-catching.
