Kurkure has collaborated with Bollywood filmmaker and celebrity, Karan Johar, for a quirky activation. The brand-director duo launched a mock-up of a unique matchmaking platform created specifically for desi and videsi matches, known as desividesijodi.com.
This collaboration is a playful extension of Kurkure’s ‘Videsi Mein Desi Chatpatapan’ campaign for its latest fusion flavour, Kurkure Chatpata Cheese, which is the perfect jugal bandi of international cheese and Indian chatpatapan. In line with the product’s TVC that showcases an interesting discussion between an Indian family and a foreign one on their children’s love marriage, the matchmaking platform was aimed at highlighting the unison of Kurkure’s fusion flavours through one of India’s most celebrated events, marriage.
Prior to the reveal, Karan Johar’s announcement of the matchmaking platform piqued the curiosity of his audience as the Instagram reel received mixed reactions from the public.
Speaking on the collaboration, Karan Johar, Bollywood filmmaker and producer said, “Everybody is a fan of Kurkure and its entertaining campaigns! So, when the brand approached me to collaborate with them, I couldn’t imagine it would be for an unconventional concept like this! I loved their modern take on the unison of desi-videsi flavours. A chatpata brand like Kurkure discovering such a quirky way to engage with their fans and bringing their new offering into the limelight is exciting!”
Sharing her thoughts on the campaign, Neha Prasad, Associate Director and Brand Lead, Kurkure said, “Kurkure is known for its quirky personality. We believe in creating content that is engaging and clutter breaking. Our recent collaboration with Karan Johar is no different. As one of the most loved brands in the country, we’re known for our masaledaar entertainment, just like many of Karan’s projects. Thus, we thought that this was the right leap for us to not only create conversations around our new product, but also strengthen the banter and engagement with our new-age consumers.”
