Mumbai: As the New Year ushered in its usual wave of ambitious resolutions, Kurkure® chose to flip the script with a campaign that adds a distinctly chatpata twist to promises that feel more real, relatable, and achievable. Rooted in the brand’s philosophy of ‘Chatpate Se Sab Patein’, the digital-first initiative turns conventional New Year resolutions into everyday moments, brought alive through humour and popular culture.
For over 25 years, Kurkure® has been woven into everyday Indian life, infusing its unmistakable chatpata energy into homes across the country. By tapping into real behaviours and cultural truths with wit, the brand has positioned chatpata as not just a flavour, but an evolving attitude that resonates across generations.
The campaign kicked off with cricketer Yuzvendra Chahal, who offered a refreshingly honest take on his New Year resolution for 2026. Playing on the fleeting nature of most resolutions, the film leaned into humour and everyday indulgences, with Chahal remarking, “Bakwaas ideas ka chakkar choro, chatpate resolutions banao, 2026 ko patao”, instantly striking a chord with audiences and reinforcing Kurkure®’s playful tone.
Taking the conversation further, Kurkure® collaborated with stand-up comedian Anubhav Singh Bassi, whose signature observational humour brought the chatpata take on resolutions to life by calling out the small, everyday promises people often make—and quietly break. Joining the narrative, creators Harshita Gupta and Arun Singh (Jhumroo) shared their own light-hearted perspectives, adding to the fun with resolutions that felt instantly familiar and relatable.
Together, the campaign reframes New Year resolutions not as lofty or idealistic goals, but as small, honest intentions people can realistically stick to. Through its experimental and fun approach, Kurkure® tapped into pop culture and creator-led storytelling to make everyday moments—and New Year conversations—more enjoyable.
Sharing his views on the campaign, Ankit Agarwal, Marketing Director, Kurkure® – PepsiCo India, said, “Kurkure has always stood for celebrating real, everyday moments with a chatpata point of view. New Year resolutions are often built on ideals that don’t last beyond a few weeks, so with this campaign, Kurkure wanted to champion resolutions that are chatpate and fun to achieve. Staying true to our ‘Chatpate Se Sab Patein’ philosophy, the idea was to make the New Year feel lighter, more relatable, and a lot more fun.”
The campaign has garnered strong traction across social media platforms, with audiences praising its humour and relatability. Viewer reactions such as “Chatpata wrap of the year����” and “Kadak!” underline how the brand’s chatpata take on New Year resolutions has resonated, driving conversations, shares, and engagement online.
The films featuring Yuzvendra Chahal, Anubhav Singh Bassi, Harshita Gupta, and Arun Singh are currently live across digital platforms.
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