New Delhi: Kurkure, India’s most loved snack brand has roped in leading Bollywood actress, Taapsee Pannu as its brand ambassador.The announcement is strategically timed as Kurkure embarks on a new journey with its new positioning – ‘Khayal toh Chatpata hai’, celebrating progressive thinking that young Indian homemakers bring in to traditional Indian families.With a promise to add more fun and excitement to family time, the brand rings in a new mantra, together with the boundless energy of Taapsee, who stands synonymous to the essence of Kurkure.
Kurkure has been tantamount to fun and excitement; a perfect partner for every moment of togetherness with the family. Celebrating these moments, ‘Khayal toh Chatpata hai’underlines Kurkure’s continued efforts to recognize the Indian homemaker,who has been the center force in bringing families together. The new positioning highlights progressive ideologies that the homemaker holds today; from breaking conventional barriers to new-age thinking which embraces modernity while being anchored in tradition.
Sharing her excitement on coming onboard as the brand ambassador of Kurkure, Taapsee Pannu said, “I am extremely excited to be associated with India’s much-loved,and my personal favourite snack, Kurkure. It has been an integral part of my family ‘masti’ moments back home in Delhi and during my breaks while shooting in Mumbai. I have always admired Kurkure for its family and fun orientation.And, as the brand takes on a new positioning of ‘Khayal TohChatpatahai’, I look forward to an exciting and chatpata journey with Kurkure.”
Talking about Kurkure’s new positioning and having Taapsee on board, Mr Jagrut Kotecha, Vice President – Snacks Category, PepsiCo India Ltd, said, “As Kurkure enters a new and exciting phase with ‘Khayal Toh Chatpata Hai’ positioning, we are thrilled to be carrying forward this journey with Taapsee, who reson ate swell with the brand philosophy. With the new positioning, we aim to celebrate the forward-thinking brought-in by today’s women and Taapsee who is an inspiration to them; and has proved her strength and mettle by taking on unconventional roles, in movies or beyond, is a natural fit. We welcome her to the Kurkure family”