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
CP Plus named title sponsor of Punjab Kings for IPL 2026
New jersey unveiled in Mohali symbolising performance and innovation.
MUMBAI: CP Plus just powered up Punjab Kings because when your sponsor’s name is on the jersey, even the boundaries start feeling more secure. CP Plus has been announced as the title sponsor of Punjab Kings ahead of IPL 2026, with the partnership unveiled through the launch of the team’s new jersey in Mohali on Friday. The collaboration blends the high-energy spirit of cricket with CP Plus’s focus on precision, reliability and technology-driven innovation.
The jersey serves as a visual symbol of the alliance, reflecting shared values of performance, trust and future-readiness. The association aims to leverage the IPL’s massive platform for deeper consumer engagement, brand salience and regional resonance, particularly in cricket-passionate markets like Punjab.
CP Plus managing director Aditya Khemka said, “This marks the beginning of a meaningful journey for CP Plus. The unveiling of the Punjab Kings jersey is symbolic of a deeper alignment, one that is built on shared ambition, innovation, and the pursuit of excellence.”
Punjab Kings CEO Satish Menon added, “We would like to welcome CP Plus into the Punjab Kings family. It’s our pleasure to be associated with a brand that, like us, values excellence and keeps the consumer at the focus.”
Punjab Kings CCO Saurabh Arora noted, “CP Plus is a brand that people trust and encounter every day, which makes this partnership a seamless integration. Our goal is to build something across the season that delivers genuine consumer impact.”
As Punjab Kings prepare for IPL 2026, the partnership lays the foundation for immersive fan experiences, integrated storytelling and technology-led activations that connect sport, innovation and brand purpose both on and off the field.
In a league where every sponsor wants to stand out, CP Plus isn’t just buying space on a jersey, it’s buying into the heartbeat of a team, proving that when technology meets cricket’s passion, the real winner is the fan who feels the thrill up close.
