Kurkure has launched a campaign titled ‘Chatpate Se Sab Patein’ (get everything quickly), featuring actors Sara Ali Khan and Kunal Roy Kapoor. The campaign serves as a rebellion against conformity, encouraging individuals to break free from societal norms and fully embrace the liberating spirit of anti-hustle.
Conceptualized by Leo Burnett, the film opens with Khan portrayed as a bride, receiving congratulations from her boss, Kunal Roy Kapoor (Sanjay). Their playful banter over missed morning calls sparks witty exchanges as Khan amusingly recounts various escapades involving Sanjay and her family. Khan teasingly mentions her busy phone, early morning well-wisher, chant-loving relative, and unexpected honeymoon third wheel, all revolving around Sanjay. The revelation of Sanjay as her boss adds to the humor, leaving wedding guests entertained.
The film concludes with Sanjay asserting his professional authority, met with Sara’s clever comeback. The scene seamlessly transitions to the crunch of Kurkure, echoing the tagline – ‘Chatpate Se Sab Patein’.
Aastha Bhasin, category lead, Kurkure, PepsiCo India, said, “Kurkure, India’s cherished snack brand, has woven itself into the fabric of Indian households through its quirky taglines and compelling narratives over the years. As a brand that strives for a close connection with its consumers, we realised the challenges that come with conformism and a fast-paced hustle culture. Backed by this very insight, we’re thrilled to introduce our fresh positioning – ‘Chatpate Se Sab Patein’. Infused with a dash of humour and cheek, this positioning encourages individuals to liberate themselves from the shackles of conformity and embrace a balanced life. Rooted in Kurkure’s creative essence, our campaign film, starring Sara, masterfully captures the heart of this narrative. She not only impeccably embodies the protagonist’s role but also infuses authenticity and relatability into the storyline, staying true to Kurkure’s distinctive and flavorful identity.”
Vikram Pandey (Spiky), national creative director, Leo Burnett, said, “Kurkure as a brand has always encouraged its consumers to make brave choices albeit with its signature quirky humour. With this film, we wanted to use this humour to land an important message against toxic conformity. One such example that our film brings to life is that of toxic bosses. Often working long hours has been seen as badge of honour, but in reality, it takes away from precious family time. Kurkure encourages everyone to break these toxic cycles as #ChatpateSeSabPatein.”
CREDITS:
- Client: Kurkure Agency: Leo Burnett
- Chief creative officer: Raj Deepak Das
- Chief Executive Officer: Amitesh Rao
- President-North: Samir Gangahar
- National creative director: Vikram Pandey
- Executive creative director: Harsh Maheshwari
- Copywriter: Rupanshi Chitransh
- Creative Director – art: Abhinandan Dey
- Art director: Mayur Bansal
- Senior vice president: Neha Kapoor
- Brand services director: Digvijay Chatterjee
- Senior brand services associate: Shubham Aggarwal
- Senior vice president: Noor Samra
- Brand strategy partner: Ashish Mathew
- Production house: Nirvana Films
- Director: Rajiv Rao
- Producer: Marjorie Rodrigues
