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Kurkure’s new brand mascot is Ms. Kurkure

Designed by Wunderman Thompson, Ms. Kurkure will be a part of series of advertising and marketing campaigns driving relatability and building emotional connect with the masses, through her various quirky family stories

Snack brand Kurkure has unveiled its mascot, Ms. Kurkure, who will bring alive the brand’s positioning, Khayaal Toh Chatpata Hai, that celebrates progressive thinking homemakers bring into their household.

The chatpata avatar of Ms. Kurkure has been conceptualised to foster conversations on colloquial topics; encouraging families to embrace modernity while being anchored in tradition, with humour, fun, spontaneity and perfect timing. It has been launched by Kurkure’s brand ambassador Bollywood actress Taapsee Pannu.

Ms. Kurkure represents the largest workforce in the world, the homemakers. She stands synonymous to every chief operating officer of the house, whom we admire for her ideologies, never-ending zeal and dedication, hidden powers that keep the house running in order and more.

Designed by Wunderman Thompson, Ms. Kurkure will be a part of series of advertising and marketing campaigns driving relatability and building emotional connect with the masses, through her various quirky family stories.

Pannu said, “Ms. Kurkure is an ally to homemakers of India, who is the centre force behind every positive transformation in their household. I am looking forward to Ms. Kurkure's chatpatey khayaal, who will be seen voicing the homemaker’s heart felt desires to propel their families towards progressive ideologies, at the back of rich Indian values and tradition. More power to you, Ms. Kurkure.”

Commenting on the launch of the Mascot, Dilen Gandhi, Director Marketing, Foods category, PepsiCo India, said, “Ms. Kurkure unfolds another exciting chapter in our new journey with ‘Khayaal Toh Chatpata Hai’. Our consumers are constantly evolving and are looking for ideas that help their families move forward and embrace progressive mindset.  With Ms. Kurkure, we are confident that our consumers will build deeper connections by identifying and relating to her; as she reinforces the brand ethos of building progressive thinking while adding more fun and excitement to family time.”

Varun Channa, Sr VP and Managing Partner, Wunderman Thompson, said, “The idea is to create a unique brand identity on digital platform, which will stand out in the clutter. It allowed us to visually show the quirky Kurkure humour that consumers love. These videos are short and make a point in a light hearted manner. They are the start of a long-term campaign and Kurkure will continue to surprise the consumers throughout the year.”

Digital Film:

Taapsee Pannu’s Instagram post:

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