Sara Ali Khan unleashes the gangster within for Kurkure

Kurkure has rolled out a campaign to introduce its Kurkure Chaat Fills, featuring Bollywood actor and brand ambassador, Sara Ali Khan.

Conceptualised by Leo Burnett and titled ‘maal andar hai’, the film is a quirky look at the snack that comes with a centre filling.

The ad film showcases Khan in an entirely new and unexpected role – as the 'sinister' leader of a gang of goons. The video takes the viewer inside an abandoned warehouse, where one of Khan's informants is being interrogated by her on crucial information about a certain elusive 'treasure' hidden inside a cupboard. Initially sceptical of the man and his intel, Khan demands that the cupboard be opened. It reveals a packet of Kurkure Chaat Fills. Angered, she prepares to pull the trigger on the informant. However, her demeanour quickly changes when she takes a bite of the snack. 

Aastha Bhasin, category lead, Kurkure, PepsiCo India said, “With Kurkure Chaat Fills, we have brought the authentic essence of Indian street food by infusing our global technology to the local palates. We have carved out a new product format that responds to the growing consumer demand for chaat-flavoured snacks. The combination of its crispy outer layer and burst of chaat flavours inside have inspired our unique “Maal Andar Hai” proposition. Our latest TVC featuring Bollywood ambassador, Sara Ali Khan, stays true to our humorous and chatpata andaz, and captures the essence of our newest offering perfectly. We are confident that our consumers will enjoy the film and our all-new Kurkure Chaat Fills, that is sure to satisfy their chatpata cravings!”

Vikram Pandey (Spiky), national creative director, Leo Burnett said, “When we started working on this campaign, we had a breakthrough moment when one of the team members came up with the line ‘Asli Maal Andar Hai’. A perfect way to highlight the distinctive new feature of the latest offering from Kurkure – a flavourful filling inside the Kurkure pellet. And keeping with the light-hearted quirky tonality that is associated with the brand, our film exemplifies this concept literally.”

Credits:

Creative Agency: Leo Burnett 

Dheeraj Sinha – CEO & Chief Strategy Officer–South Asia 

Raj Deepak Das – CEO & Chief Creative Officer–South Asia 

Samir Gangahar – President-North 

Vikram Pandey – National Creative Director

Harsh Maheshwari – Executive Creative Director

Abhinandan Dey – Creative Director

Kohinoor Dutta – Creative Director

Shambhavi Pandey – Art Director

Mayur Bansal – Art Director

Tushti Chaturvedi – Copywriter

Neha Kapoor – Vice President

Digvijay Chatterjee – Brand Services Director

Shubham Aggarwal – Senior Brand Services Associate

Noor Samra – Senior Vice President

Ashish Mathew – Brand Strategy Director

Production House – Pack Films

Director – Vivek Kakkad

Producer – Leejude D’Souza