Launched by Taapsee Pannu, Kurkure’s Brand Ambassador, the mascot looks to bring alive the brand’s positioning, Khayaal Toh Chatpata Hai, that celebrates progressive thinking.

Kurkure, India’s top snack brand, on Wednesday unveiled its mascot, named Ms Kurkure. Launched by Bollywood on-screen actress, Taapsee Pannu, Kurkure’s image ambassador, the mascot will bring alive the brand’s positioning, Khayaal Toh Chatpata Hai, that celebrates progressive thinking that homemakers bring into their family. The chatpata symbol of Ms Kurkure has been conceptualized to cultivate discussions on conversational topics; urging families to grasp advancement while being anchored in tradition, with amusingness, fun, suddenness and perfect timings.

Also Read: Why Kurkure Chose Taapsee Pannu as Its New Brand Ambassador

Communicating her excitement on the launch of Ms Kurkure, Taapsee Pannu, shared that “Ms Kurkure is a partner to homemakers of India, who is the inside power behind positive change in their family. I am anticipating Ms Kurkure’s chatpatey khayaal – who will identity seen voicing the homemaker’s ardent wants to impel their families towards dynamic ideologies, at the back of rich Indian qualities and custom. Good luck with that, Ms Kurkure.”

Commenting on the launch of the Mascot, Dilent Gandhi, Marketing Director – foods category, PepsiCo India said ‘Ms Kurkure unfolds an exciting chapter in our new journey with “Khayaal to Chatpata Hai’. Our consumers are constantly evolving and are looking for ideas that help their families move forward and embrace progressive mind-set. With Ms Kurkure, we are confident that our consumers will build deeper connections with the campaign by identifying and relating to her; as she reinforces the brand ethics of building progressive thinking, while adding more fun and excitement to the family time.

“The idea is to create a unique brand identity on digital platform – which will stand out in the clutter”.

This campaign is designed by Wunderman Thompson, Ms Kurkure will be a part of series of advertising and marketing campaigns driving relatability and building emotional connect with the masses through various quirky family stories.

Written by Ishan Dua