New Delhi: Kurkure®, a snack brand, and Ching’s Secret, a household name in Desi Chinese cuisine, have joined forces to launch the bold new Kurkure® Ching’s Schezwan Chutney flavour. This exciting fusion brings together Kurkure’s signature crunch with the fiery, tangy kick of Ching’s Schezwan Chutney, offering consumers a unique and irresistible snacking experience.
To promote the new flavour, the brands have launched a high-energy and quirky TVC featuring Kurkure’s brand ambassador, Sara Ali Khan, and Ranveer Singh, the face of Ching’s Secret. The commercial, directed with a cinematic flair, showcases a playful rivalry between two fictional towns—“Kurkure-Garh” and “Schezwanpur”—which culminates in an unexpected twist as both towns unite over their shared love for the new flavour. The action-packed and humorous TVC brilliantly reflects the bold, flavorful combination of Kurkure and Ching’s Schezwan Chutney.
Aastha Bhasin, Marketing Director – Kurkure®, PepsiCo India, said, “PepsiCo India is delighted to partner with Ching’s Secret for this exciting collaboration. The new TVC, featuring Sara Ali Khan and Ranveer Singh, brilliantly brings to life the fusion of Kurkure’s® crunchy, masaaledaar magic with the fiery and tangy Flavour of Ching’s Schezwan Chutney. Through its cinematic and playful storytelling, the campaign celebrates a truly unique Desi Chinese snacking experience, showcasing how two much-loved brands can come together to create something bold and innovative that resonates with consumers across India.”
Deepika Bhan, President, Packaged Foods, Tata Consumer Products, added, “This campaign brings alive the magic of two iconic brands—Ching’s Secret and Kurkure—in a way that’s as bold and entertaining as the product itself. With Ranveer and Sara at the helm, the TVC is a high-energy fusion of drama, humour, perfectly capturing the playful rivalry and ultimate unity over a shared love for flavour. This collaboration is not just about launching a new flavour; it’s about creating a snacking experience that excites, engages, and leaves consumers wanting more.”
Vikram Pandey, Chief Creative Officer, Leo – South Asia, said, “The ‘Kurkure Ching’s Schezwan Chutney flavour’ is an unexpected but exciting collaboration of two iconic brands. We needed an execution that would be equally epic, so we created a Bollywood-style trope of warring villages. The over-the-top drama made the shoot a blast, and we’re sure the audiences will enjoy the quirky twist!”
Sara Ali Khan, Kurkure® brand ambassador, shared, “Being part of this collaboration with Kurkure and Ching’s has been an absolute delight! The new Schezwan Chutney flavour brings together bold zestiness and a signature crunch—just like the playful energy of our TVC. Shooting with Ranveer was amazing, and I can’t wait for everyone to enjoy this exciting new flavour!”
The commercial, with Sara Ali Khan as the face of Kurkure and Ranveer Singh representing Ching’s Secret, will be aired across television and digital platforms, maximizing the reach and engaging a broad audience.
Ahead of the launch, a cryptic teaser video directed by renowned filmmaker Rohit Shetty had already sparked curiosity. The teaser, featuring Sara Ali Khan and Ranveer Singh, was dubbed the “Biggest Love Story of 2025” and generated widespread buzz across social media, setting the stage for the action-packed TVC.
The Kurkure® Ching’s Schezwan Chutney flavour is available across major markets in INR 5, INR 10, and INR 20 packs. Consumers can grab their packs both online and in-store, ensuring a flavour-packed experience for snack lovers everywhere.
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