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Kurkure unveils brand mascot, Ms. Kurkure

Taapsee Pannu, Kurkure’s Brand Ambassador launches the mascot on digital platforms

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MUMBAI: She is here to represent 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.

Kurkure, India’s loved snack brand, today unveiled its mascot, named Ms. Kurkure. Launched by Bollywood actress, Taapsee Pannu, Kurkure’s brand ambassador, the mascot will bring alive the brand’s positioning, Khayaal Toh Chatpata Hai, that celebrates progressive thinking that homemakers bring into their household. The chatpata avatar of Ms. Kurkure has been conceptualized to foster conversations on colloquial topics; encouraging families to embrace modernity while being anchored in tradition, with humor, fun, spontaneity and perfect timing.

Expressing her excitement on the launch of Ms. Kurkure, Taapsee Pannu, shared that “Ms. Kurkure is an ally to homemakers of India, who is the center 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, Mr. 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 & Managing Partner, Wunderman Thompson shared “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 humor 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.”

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. 

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