Kurkure rolls out new campaign for its brand new flavour 'Chatpata Cheese'

The 'Videsi Mein Desi Chatpatapan' campaign and TVC is executed by Wunderman Thompson

Mumbai: The quirky snack brand, Kurkure, has unveiled an entertaining new TVC campaign to introduce its latest flavour innovation 'Kurkure Chatpata Cheese'.

Crafted by the creative agency Wunderman Thompson, the campaign is not limited to a TVC, but will also be brought to life through a robust 360-degree surround campaign across multiple platforms and an engaging social media initiative for its fans.

Expressing the magic of fusion, the TVC opens with two families, one Indian and the other a foreigner, discussing their children’s love marriage. The Indian boy’s mother, who is skeptical of their union expresses her displeasure to her son, claiming that he would be better off marrying someone from an Indian family. While doing so, she offers the girl’s parents some Kurkure Chatpata Cheese, but instead tells them in English that she’s proud of her son’s choice. That’s when the ‘chatpata’ twist kicks in and the girl’s mother playfully responds, “chal jhoothi!”, shocking everyone in the room.

With smooth international cheese and masala ka twist, the new permanent flavour stems from the globally successful cheetos crunchy cheddar jalapeño flavour.

Kurkure’s latest offering embraces India’s growing affinity for dairy-flavoured snacks. The never-seen-before fusion flavour extends the brand’s play beyond the classic ‘masala’ flavour, which is unheard of in the collet category. The all-new Kurkure chatpata cheese aims to create curiosity amongst the Indian youth with its unique combination of international cheese and Indian ‘chatpatapan’ that is just ‘two much fun’.

Speaking about the TVC, PepsiCo India Kurkure associate director- brand marketing  Neha Prasad said, “For over twenty years, Kurkure has been the family-entertainer that adds a spark of quirky masti into the daily lives of its consumers. We keep our consumers at the heart of everything we do by creating campaigns that illustrate unconventional, yet relatable modern Indian family moments. Our latest TVC intends to transform any family moment into an entertaining one with our new Chatpata Cheese fusion flavour that is truly ‘videsi mein desi chatpatapan’!”

Expressing her thoughts on the campaign, Wunderman Thompson senior vice president Ritu Nakra said, “Kurkure now brings alive an irresistible new flavour by dramatizing the fusion of India’s favourite masaledar crunch with an International cheese flavour. Watch how ‘videsi mein desi chatpatapan’ will make a perfect snack in the new ad campaign.”

Latest Reads
FreshMenu strengthens leadership team; appoints Jyotishman Deka as chief business officer

The leading food-tech and cloud kitchen company FreshMenu has appointed Jyotishman Deka as chief business officer. Deka will work closely with founder and CEO Rashmi Daga to further accelerate the growth of the brand. Jyotishman comes with over 20 years of experience of working with MNCs as well as...

MAM Marketing MAM
Kaustubh Radkar becomes Garmin India’s brand ambassador

Garmin India has signed Indian triathlete Kaustubh Radkar as the brand ambassador of its fitness segment. Kaustubh Radkar has also been chosen as one of the Fit India ambassadors, as part of Prime Minister Narendra Modi's Fit India Movement, which was started in 2019.

MAM Media and Advertising People
R K Swamy, BBDO to end long-term partnership

Leading advertising agencies R K Swamy and BBDO have ended their 37-year partnership with each other. The announcement was made through an internal memo. As per the agreement, R K Swamy will buy out BBDO’s stake in R K Swamy BBDO, and BBDO will buy out R K Swamy’s stake in BBDO India.

MAM Marketing MAM
The Good Glamm Group ropes in Malvika Mehra as chief creative officer

The Good Glamm Group has recently announced the appointment of advertising stalwart Malvika Mehra as chief creative officer. Malvika will lead the strategic thinking and creative mandate on brands across offline and online channels including mainline, performance, social, community, marketplace,...

MAM Marketing MAM
Ogilvy Bengaluru elevates Tithi Ghosh as president & head of office

Ogilvy India has promoted Tithi Ghosh as president and head of office for Ogilvy Bengaluru as Ram Moorthi has moved on from the agency after a twenty five year long association.

MAM Marketing MAM
Publicis Groupe media agency Zenith wins Eureka Forbes biz

Consumer goods company Eureka Forbes has appointed Zenith India, the ROI agency of Publicis Groupe as its media AOR (agency of records). Zenith won this business in a competitive and comprehensive multi-agency pitch process which began in February this year and saw leading groups participate.

MAM Marketing MAM
DDB Mudra’s “Game Responsibly” campaign wins Bronze Lion at Cannes Lions Awards 2022

In a first for Indian gaming, DDB Mudra’s “Game Responsibly” campaign for Battlegrounds Mobile India (BGMI) bagged the Bronze Lion at the Cannes Lions Awards 2022. Conceptualised by DDB Mudra, the first-of-its-kind campaign from Krafton addressed issues of continuous gaming, while reinstating in-...

MAM Marketing MAM
House of Hiranandani onboards Madchatter Brand Solutions as its PR partner

House of Hiranandani has signed Madchatter Brand Solutions as its PR partner.

MAM Marketing Brands
EaseMyTrip partners with Value 360 Communications; gives away its PR-related activities

The leading travel tech company EaseMyTrip has entrusted the New Delhi-based PR firm Value 360 Communications as their public and media relations partner.

MAM Marketing MAM