Social media has become a platform for the youth to showcase the best version of themselves, creating pressure to present themselves in a certain way. In a bid to transform this attitude and encourage the youth to add a dose of light-heartedness to their social media lives, Kurkure, one of India’s most loved snack brands, has launched a new social media challenge, #CringeIsCute, as part of its latest #HalkeMeinLo campaign.
The #CringeIsCute challenge urges netizens to post their not-so-perfect ‘cringe’ photo in the picture-perfect world of social media. The challenge is inspired by the soft texture of Kurkure’s newly launched sub-brand, Kurkure Playz, which caters to the rise in demand for soft-textured snacks for the youth. It hopes to eliminate the pressure to look perfect on social media and encourage the youth to take a lighter approach to life.
The challenge has already started trending on Instagram, with over 1000 influencers, brand fans, and followers joining in. Bollywood actors Arjun Kapoor and Mrunal Thakur kicked off the challenge with their quirky reels that revealed their #CringeIsCute photos. Using the hashtags #HalkeMeinLo and #CringeIsCute, the celebrities opened the challenge to everyone and even encouraged popular TV actresses Niti Taylor, Anushka Sen, and content creators Zaid Darbar and Faisal Sheikh to hop onto the challenge and inspire their friends and followers.
Find below the #HalkeMeinLo challenge by Mrunal Thakur and Arjun Kapoor
Speaking on the challenge, Neha Prasad, associate director, and brand lead, Kurkure, said, “Kurkure Playz is a modern sub-brand that caters to the rise in demand for soft-textured snacks for the youth. The overwhelming response for our offerings has been an encouraging factor in amplifying our brand proposition of light-hearted masti through a youth-centric challenge. With celebrities and content creators sharing their #CringeIsCute photos, we hope that the youth is relooking at their portrayal on social media with a lighter, ‘Halke Mein Lo’ attitude.”
To continue this light-hearted movement, Kurkure Playz will engage with local influencers to share their #CringeIsCute photos. The influencers will nudge their followers to take on the challenge and embrace imperfection.
Kurkure Playz comes in two international dairy flavoured offerings, Kurkure Playz Puffcorn, and the all-new Kurkure Playz Pastax. Kurkure Playz Puffcorn has a distinct shape with a light texture and comes in cheese flavour, whilst the all-new Kurkure Playz Pastax has a creamy, herb and onion flavour in a pasta-shaped bite. Across all leading retail and e-commerce platforms in India, 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.
In conclusion, the #CringeIsCute challenge by Kurkure Playz is a fun and engaging way to encourage the youth to take a lighter approach to life and embrace imperfection. It’s a welcome break from the pressure of presenting a picture-perfect version of oneself on social media. So, can you handle the #HalkeMeinLo challenge? Kurkure Playz dares you to try!
