Kurkure, one of India’s most loved snack brands, has launched two new exciting flavours – Gazab Golmaal and Herapheri Hungama – through a unique TVC (television commercial) featuring Bollywood actor Akshay Kumar.

Kumar, who has recently been announced as the face of the brand, is seen trying to decode the masalas of the new flavours in a never-seen-before, triple role in the film.

Being the one-stop family-entertainer all through its 20-year long journey in India, Kurkure has always aimed to add a spark of quirky masti into the everyday lives of its consumers through its wide array of delicious product offerings and innovative storytelling.

The launch of the new flavours comes on the back of the brand’s constant drive to innovate and introduce distinct yet delicious flavours for every palate across India. It aims to add more youthfulness, humour and Bollywood entertainment to Indian families by associating with Kumar.

Expressing his thoughts on the new launch and the campaign, Dilen Gandhi, senior director and category head, foods, PepsiCo India, said, “Kurkure has always aimed at becoming a key part of the lives of its consumers not only through its memorable and quirky storytelling, but also through its extensive portfolio of unique offerings.”

“We are thrilled to launch Gazab Golmaal and Herapheri Hungama with an element of mystery to tease the taste-buds of our consumers. It will be very exciting to see how these exciting new flavours leave them guessing the ingredients, while wanting for more,” he added.

Gandhi said, “The masala and quirk of brand Kurkure has certainly gone up several notches with the country’s most celebrated actor, Akshay Kumar, coming on-board with us. We are certain that the launch of the new flavours, as well as the association with Kumar, will hit our consumers with non-stop humour and unmatched quirky masti.”

about the TVC
In the hatke TVC launched by the brand recently, Kumar is seen in triple-generation avatars, portraying himself as a young lad, a father and a grandfather. The film opens with a young girl questioning masala expert Kumar about the secret ingredients of the new Kurkure Gazab Golmaal and Herapheri Hungama.

As soon as young Kumar munches on the lip-smacking Kurkure flavour, his mind goes into a frenzy because of the chatpata, tangy and teekha flavours in the new Kurkure, and he declares how the mystery ingredients of the new flavours cannot be detected even by his baap.

This statement kicks off a series of hilarious events, as he then takes on the role of his own father and tries his hand at guessing the mystery masalas of the new Kurkure flavours.

On failing to do so, he makes the same remark, which ultimately triggers Akshay’s heavenly grandfather to grab the pack, only to excitedly say, “Kya masala hai!”, while munching on the new flavours.

Speaking about the television commercial, Ritu Nakra, WPP Lead, PepsiCo Foods, said, “Kurkure brings two new mystery flavours and with it the opportunity to innovate the creative format. Launching Akshay Kumar, the king of entertainment, in a manner which drives relevance and enjoyment with youth became the task the team took on. #BaapReBaap is the first of many such crazy masaledaar stories from the brand.”

Offering delicious yet mysterious flavours in every munch, Kurkure Gazab Golmaal and Herapheri Hungama flavours are available for a limited time at Rs 5 and Rs 10 across traditional retail outlets as well as e-commerce platforms.