Monday, January 23, 2023


Kurkure Playz strengthens presence in the growing puffed and pellet segment

With the success of the first film, Kurkure unveils the second TVC to introduce Kurkure Playz Pastax as a unique flavour under the new sub-brand

’Halke Mein Lo’ campaign encourages the youth to take it easy in the face of daily hiccups

 (Click here to watch the film)

(Click here to view the collaboration with popular actress Niti Taylor)

New Delhi, January 23rd, 2023: Kurkure, one of India’s most loved snack brands, started 2023 on a light-hearted note and launched a quirky TVC campaign, ‘Halke Mein Lo’, to celebrate its youthful new sub-brand, Kurkure Playz. Following the first TVC film that captured the ‘masaaledar’ banter between a young protagonist and ghost, Kurkure unveiled its second TVC under the campaign.

The film opens with the family enjoying teatime in the front yard of their bungalow when there’s a sudden disturbance on the radio playing next to them. That’s when they look up to find a spaceship hovering over the lawn amid dark clouds with strong winds. Two larger-than life aliens appear with a plan to abduct the family, beckoning the protagonist to get on the ship right away. While spooked at first, a bite of Kurkure Playz Pastax transforms the youngster’s fear into a take-it-easy ‘Halke Mein Lo’ attitude, leading him to make witty wisecracks diffusing an intimidating situation into a laughing riot.

Commenting on the TVC, Vikram Pandey (Spiky), National Creative Director – Leo Burnett said, “This is the second film for the new Kurkure Playz campaign, and it continues the light-hearted quirky tonality set by the first film with our ‘Halke Mein Lo’ proposition. In this film we find the protagonist family facing an alien invasion, but they manage to put off their abduction by stalling the aliens. We hope that the audiences will enjoy this film as much as the first one.”

Speaking on the campaign, Neha Prasad, Associate Director and Brand Lead, Kurkure said, “Aimed at the Gen Z audience, our campaign encourages the Indian youth to take it easy in the face of daily hiccups through a proposition that is refreshing yet colloquial – ‘Halke Mein Lo’. Our first film received an overwhelmingly positive response for its unique storytelling format. This propelled us to bring forth the second TVC that we hope will once again keep everyone entertained in true Kurkure style!”

Adding another playful twist to the campaign, Kurkure collaborated with popular actress and social media sensation, Niti Taylor, for a ‘halka’ prank. The actress shared an image of a supposed alien sighting on her Instagram story, leaving fans curious about her encounter! But upon disclosing her collaboration with Kurkure Playz Pastax, fans were relieved that it was just a harmless prank!

Kurkure Playz comes in two product offerings – the widely popular and successful Kurkure Playz Puffcorn and the all-new Kurkure Playz Pastax. While Kurkure Playz Puffcorn has a distinct shape with a light texture and comes in cheese flavour, Kurkure Playz Pastax has a creamy, herb and onion flavour in a pasta-shaped bite. Kurkure Playz Puffcorn is available at INR 5, INR 10, INR 20, INR 50 and Kurkure Playz Pastax at INR 5, INR 10, and INR 20 at leading retail and e-commerce platforms across the country.


Creative Agency – Leo Burnett

Dheeraj Sinha – CEO & Chief Strategy Officer–South Asia

Raj Deepak Das – CEO & Chief Creative Officer–South Asia

Samir Gangahar – President-North

Vikram Pandey – National Creative Director

Ashish S Sharma – Executive Creative Director

Sagar Parab – Associate Executive Creative Director

Ashish Gautam – Senior Creative Strategist

Harshad Mestry – Senior Art Director

Sanket Misal – Art Director

Neha Kapoor – Vice President

Uday Lalotra – Brand Services Director

Shubham Aggarwal – Senior Brand Services Associate

Noor Samra – Senior Vice President

Ashish Mathew – Brand Strategy Director

Production House – Early Man Films

Director – Abhinav Pratiman

Producer – Amarjeet Phukan


About Kurkure: 

Kurkure - a product that was developed in India, has established a strong connection with consumers across the country as a great-tasting snack. Kurkure is one of the eight brands in PepsiCo India’s portfolio, each of which brings in over INR 1000 crore in annual estimated retail sales. The expansion of the Kurkure trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavor of building out strong master brands in its India portfolio. Kurkure is also manufactured and sold in countries like the UAE, Canada, Pakistan, and Bangladesh.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 63 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Doritos, Mountain Dew, Tropicana 100%, Gatorade, and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generates Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit

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