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Kurkure adds a ‘masaledaar twist’ with Akshay Kumar to everyday mundane moments

Conceptualised by Wunderman Thompson, the campaign encourages consumers to fill life’s boring moments with entertainment and ‘quirky masti’

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Snack brand Kurkure has unveiled a new campaign along with brand ambassador and Bollywood actor Akshay Kumar, adding a ‘masaledaar twist’ to everyday mundane moments. The campaign highlights how Kurkure is the perfect companion for consumers to add an element of fun and quirk to their daily lives.  

The new campaign ‘Ab Laga Masala’ is based on the insight that a sense of monotony has set in in people’s lives, with everyday activities seeming dull and boring. In an endeavour to encourage consumers to fill these mundane moments with entertainment and ‘quirky masti’, Kurkure launched the digital-forward campaign. The film captures how a munch of Kurkure can unleash one’s dramatic and OTT side, transforming every boring moment into one packed with entertainment and ‘masala’.  

Dilen Gandhi, Sr. Director and Category Head, Foods, PepsiCo India, said, “Through our latest campaign, we aim to inspire our fans and consumers across India to break the monotony and humdrum of life by  showcasing how consumers can infuse fun and humour into their routines with Kurkure, making everyday moments ‘memorable’ and not ‘mundane’.”  

Captured in a relatable family setup, the film shows Akshay undergoing multiple ‘masaledaar’ transformations after munching on Kurkure. Enabled by the lip-smacking explosion of chatpata Indian flavours, he takes on the role of the television set in the house and adds a dose of entertainment by reporting news and sports in true Kurkure style.

Akshay Kumar said, “Through my films and roles over the years, I’ve always tried to offer a ‘masaledaar’ experience to my fans. Happy to team up again with Kurkure for the new campaign, where we come together and encourage consumers to brighten their everyday moments with zest and fun.”

Senthil Kumar, Chief Creative Officer, Wunderman Thompson, India, said, “Kurkure has always been an integral part of the Indian family. Whether it's celebrating each other's quirks together or saving each other from boredom. The team came up with this interesting idea to use Kurkure as a device that unlocks full family entertainment. Extremely relevant in these times when we tend to get bored so easily. Akshay's superb comic timing and the use of Kurkure as the remote makes the ad memorable and fun to watch.”

The launch of the film is first in the line of numerous digital activations that the brand has in the pipeline for the upcoming weeks. The latest campaign is being brought to life through a robust 360-degree surround plan panning across multiple platforms.


Creative Agency: Wunderman Thompson

WPP Lead, PepsiCo Foods, India: Ritu Nakra

Chief Creative Officer: Senthil Kumar

Executive Creative Director: Harsh Maheshwari

Strategy Leads: Atishi Pradhan & Arnab Datta Chaudhuri

Creative Directors: Priyadarshi Khastgir & Partha Sengupta

Copywriter: Bhavini Trikha

Film Department: Mandeep Singh

Account Management: Binay Mehra & Kirti Sinha

Production House: Dharma 2.0

Director: Vasan Bala

Producer: Garima Vohra & Samira Bandyopadhyay


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