Masala expert Akshay Kumar along with his father and grandfather struggle to figure Kurkure's ingredients

Kurkure has rolled out its first campaign post the appointment of Akshay Kumar as brand ambassador.

 

The film conceptualised by Wunderman Thompson has been created to announce the launch of two new flavours – Gazab Golmaal and Herapheri Hungama and sees Kumar in a triple role avatar. It opens with a girl asking 'masala expert' Kumar about the ingredients of the new Kurkure flavours. He fails to do so and states that even his father won't be able to figure them out. 

 

Dilen Gandhi, senior director and category head – foods, PepsiCo India, said, “Kurkure has always aimed at becoming a key part of the lives of its consumers not only through its memorable and quirky storytelling, but also through its extensive portfolio of unique offerings. We are thrilled to launch Gazab Golmaal and Herapheri Hungama with an element of mystery to tease the taste buds of our consumers. It will be very exciting to see how these exciting new flavours leave them guessing the ingredients, while wanting for more.”

 

He added, “The ‘masala’ and quirk of brand Kurkure has certainly gone up several notches with the country’s most celebrated actor, Akshay Kumar, coming on-board with us. We are certain that the launch of the new flavours as well as the association with Akshay will hit our consumers with non-stop humour and unmatched ‘quirky masti’.”

 

Ritu Nakra, WPP Lead, PepsiCo Foods, said, “Kurkure brings two new mystery flavours and with it the opportunity to innovate the creative format. Launching Akshay Kumar - the king of entertainment - in a manner which drives relevance and enjoyment with youth became the task the team took on. #BaapReBaap is the first of many such crazy masaledaar stories from the brand.”

 

CREDITS:

 

Creative agency: Wunderman Thompson

WPP Lead - PepsiCo Foods, India: Ritu Nakra

Chief creative officer: Senthil Kumar

Executive creative director: Harsh Maheshwari and Pallav Medhi

Strategy leads: Atishi Pradhan and Arnab Datta Chaudhuri

Creative director: Partha Sengupta and Priyadarshi Khastgir

Film department: Mandeep Singh

Account management: Binay Mehra and Kirti Sinha

Director: Kishore IyyarProducer: Marjorie Rodrigues

Production House: Nirvana Films