Kurkure, India’s beloved snack brand, has embarked on a fearless journey against conformity with the launch of its latest campaign, #ChatpateSeSabPatein. Spearheaded by the charismatic actor Sara Ali Khan, this campaign boldly advocates for originality, urging individuals to liberate themselves from the shackles of societal norms and wholeheartedly embrace their uniqueness. At its core, the campaign is a celebration of individuality, skillfully blending warmth and quirkiness to deliver a powerful message.
Kurkure Breaking Conformity with #ChatpateSeSabPatein campaign
The heart of Kurkure’s new positioning lies in defying conformity and promoting a balanced lifestyle over the relentless pursuit of success. The campaign challenges traditional notions of achievement, advocating for a more holistic approach to well-being and fulfillment. The anti-hustle spirit encourages people to liberate themselves from cultural pressures and live authentically.
The TVC: A Playful Narrative
The campaign’s centerpiece is a television commercial (TVC) featuring Sara Ali Khan in a delightful role. The TVC opens with Sara as a bride on her wedding day, setting the stage for a humorous exchange with her boss, portrayed by actor Kunaal Roy Kapur. The witty banter unfolds as Sara, with a mouthful of Kurkure, recounts humorous instances involving her boss and family members, cleverly weaving in the tagline – Chatpate Se Sab Patein.
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Sara Ali Khan’s Take on the Campaign
Sharing her thoughts on the campaign, brand ambassador Sara Ali Khan said, “What is life without a harmonious work-life balance? Honestly, for me, it is nothing! Kurkure’s ‘Chatpate Se Sab Patein’ brilliantly takes on the cause of championing a balanced life with a twist of humour and relatability. I truly enjoyed playing a part in such a strong and often ignored narrative taken up by Kurkure. I’m sure our viewers will resonate with the feeling of having a ‘Sanjay’ in their life and my one mantra to all of them will be- Stay calm, bite into your favourite Kurkure and let the fun unfold.”
Aastha Bhasin on Kurkure’s Fresh Positioning
Aastha Bhasin, category lead, Kurkure, PepsiCo India, said, “Kurkure, India’s cherished snack brand, has woven itself into the fabric of India households through its quirky taglines and compelling narratives over the years. As a brand that strives on its 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) on the Creative Essence
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”.
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Conclusion
Kurkure’s #ChatpateSeSabPatein campaign, brought to life by Sara Ali Khan, is a refreshing take on embracing originality and rejecting societal norms. With humor and relatability at its core, the campaign encourages individuals to break free from conformity, embrace a balanced lifestyle, and savor the satisfying crunch of Chatpate Kurkure. As Sara Ali Khan aptly puts it, in the midst of life’s chaos, sometimes, all you need to do is stay calm, bite into your favorite Kurkure, and let the fun unfold.
Credits
- Client – Kurkure
- Agency – Leo Burnett
- Director : Rajiv Rao @ _Rajivrao | Nirvana Films
- Executive Producer : Sneha Iype @Sniype
- Producer : Marjorie Rodrigues @marjindi
- Associate Producer : Zahabia Muliwala @zahabiam
- Line Producer : Shail Vora @shail_v5
- Director Of Photography : Mohammad Rubais @Lazy_Cameraman
- Production Designer : Patanga Arts (Ajay & Vipin) @patanga_art_production_design
- Storyboard Artist : Mahesh Gore
- Post Studio : Prime Focus @officialprimefocus
- Digital Team : Gaurav Uniyal & Haider Rzvi
