Kurkure, an Indian snack brand, has announced a social media challenge – #CringeIsCute, urging netizens to post their not-so-perfect ‘cringe’ photo in the picture-perfect world of social media.
The challenge is a part of the brand’s latest #HalkeMeinLo campaign that encourages the youth to take a lighter approach to life and is inspired by the soft texture of Kurkure’s newly launched sub-brand, Kurkure Playz. The challenge
Kickstarted by Bollywood actors, Arjun Kapoor and Mrunal Thakur, the celebrities engaged their audience with quirky reels that revealed their #CringeIsCute photos. In the Instagram reels, Arjun and Mrunal ask their followers whether they feel pressurised to look ‘wow’ before they transition to their ‘cringe’ photo. Using the hashtags #HalkeMeinLo and #CringeIsCute, the celebrities opened the challenge for everyone and even encouraged popular TV actresses Niti Taylor, Anushka Sen and content creators Zaid Darbar, Faisal Sheikh to hop onto the challenge and inspire their friends and followers.
Watch the films here.
Speaking on the challenge, Neha Prasad, Associate Director and Brand Lead, Kurkure, said, “Kurkure Playz is a modern sub-brand that caters to the rise in demand for soft-textured snacks for the youth. The overwhelming response for our offerings has been an encouraging factor in amplifying our brand proposition of light-hearted masti through a youth-centric challenge. With celebrities and content creators sharing their #CringeIsCute photos, we hope that the youth is relooking at their portrayal on social media with a lighter, ‘Halke Mein Lo’ attitude.”
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