Sara Ali Khan Encourages Individuality In Kurkure's New Campaign
Kurkure introduces its new theme, #ChatpateSeSabPatein, urging people to embrace individuality and reject conformity. The campaign, featuring brand ambassador Sara Ali Khan in a TVC, embodies the spirit of breaking norms with warmth and quirkiness.
Aastha Bhasin, category lead, Kurkure, PepsiCo India, said, “Kurkure, India’s cherished snack brand, has woven itself into the fabric of Indian households through its quirky taglines and compelling narratives over the years. As a brand that strives for a close connection with its consumers, we realised the challenges that come with conformism and a fast-paced hustle culture. Backed by this very insight, we’re thrilled to introduce our fresh positioning - ‘Chatpate Se Sab Patein’. Infused with a dash of humour and cheek, this positioning encourages individuals to liberate themselves from the shackles of conformity and embrace a balanced life. Rooted in Kurkure's creative essence, our campaign film, starring Sara, masterfully captures the heart of this narrative. She not only impeccably embodies the protagonist's role but also infuses authenticity and relatability into the storyline, staying true to Kurkure's distinctive and flavorful identity.”
The brand aims to encourage individuals to break free from societal expectations and fully embrace the liberating essence of an anti-hustle lifestyle. Prioritising a balanced life over constant work, this cultural shift embodies a shared longing for well-being and fulfillment, challenging conventional views of success in favour of a more comprehensive approach.
Vikram Pandey (Spiky), National Creative Director, Leo Burnett, said, “Kurkure as a brand has always encouraged its consumers to make brave choices albeit with its signature quirky humour. With this film, we wanted to use this humour to land an important message against toxic conformity. One such example that our film brings to life is that of toxic bosses. Often working long hours has been seen as a badge of honour, but in reality, it takes away from precious family time. Kurkure encourages everyone to break these toxic cycles as #ChatpateSeSabPatein”.
The TVC begins with Khan as a bride on her wedding day, standing on stage. Her boss, Sanjay (played by actor Kunaal Roy Kapur), joins to congratulate her, leading to a playful exchange. As Kapur teases her for not answering his morning call, Khan responds with witty 'Sanjay' comebacks while enjoying a bite of Kurkure. The scene transitions to a flashback where Khan humorously narrates various amusing situations involving her boss and family members attributing them to Kapur with synchronised chants. In good spirits, she jokes about Kapur's unexpected presence in different scenarios, including her honeymoon. The revelation of Sanjay as her boss results in playful banter, with the TVC concluding on a satisfying crunch of Chatpate Kurkure, reinforcing the tagline, 'Chatpate Se Sab Patein.'
Sharing her thoughts on the campaign, brand ambassador Sara Ali Khan said, “What is life without a harmonious work-life balance? Honestly, for me, it is nothing! Kurkure’s 'Chatpate Se Sab Patein’ brilliantly takes on the cause of championing a balanced life with a twist of humour and relatability. I truly enjoyed playing a part in such a strong and often ignored narrative taken up by Kurkure. I’m sure our viewers will resonate with the feeling of having a ‘Sanjay’ in their life and my one mantra to all of them will be to Stay calm, bite into your favourite Kurkure and let the fun unfold.”
