The Drum Awards for Social Purpose 2022

Live in -h -min -sec

Modern Marketing Brand Strategy Pepsico

PepsiCo India’s snack brand Kurkure takes the quirky route with popular film stars


By Amit Bapna | Editor-at-large

January 13, 2022 | 3 min read

Taking its snacking story forward, PepsiCo India’s flagship brand Kurkure has launched its new campaign. The quirky campaign, conceptualized by Wunderman Thompson India, stars popular film stars Akshay Kumar and Samantha Ruth Prabhu.

PepsiCo Kurkure’s 2022 creative launch

PepsiCo Kurkure’s 2022 creative launch

Kurkure legacy

Kurkure, a ‘made in India’ product, has been a leading player in PepsiCo’s portfolio over the years.

The brand has been extended across different salty snacking formats and flavor profiles across collet, puffed and namkeens in its two-decade-long journey in India.

Kurkure is also manufactured and sold in countries including the UAE, Canada, Pakistan and Bangladesh.

Quirky storytelling over two decades

Over the last 20 years, Kurkure has captured the pulse of Indian consumers and evolved through innovative stories and catchy taglines.

Neha Prasad, associate director – brand marketing Kurkure, PepsiCo India, said: “The brand has portrayed unconventional yet relatable modern Indian family scenarios through its quirky, over-the-top storytelling, transforming boring moments into entertaining ones with family and friends.”

Taking forward the 2022 narrative

The current campaign is part of the brand’s ongoing positioning around capturing Kurkure as a spicy anytime snack that can help add some zing to consumers’ daily lives.

Carrying forward its quirky, over-the-top renditions of modern Indian family scenarios, the brand hopes to intensify the brand love via this film, added Prasad.

Ritu Nakra, senior vice-president, Wunderman Thompson, said: “Daily life can be a boring routine when there is no twist, but with Kurkure Masala Munch the ‘masala’ hit in each collet unleashes full-on drama in every situation.”

Modern Marketing Brand Strategy Pepsico

More from Modern Marketing

View all


Industry insights

View all
Add your own content +