Rooted in Kurkure’s ‘Chatpate Se Sab Patein’, the campaign turns New Year resolutions into chatpate, everyday moments with popular personalities
National, 5th January 2026: As the New Year brought with it a familiar wave of ambitious resolutions, Kurkure® chose to break away from the norm, adding its signature chatpata twist to promises that feel more real, relatable, and achievable.
For over 25 years, Kurkure® has been part of everyday Indian moments – infusing its unmistakable chatpata energy into homes across the country. By tapping into real behaviours and cultural truths with humour, the brand has made chatpata not just a flavour, but an attitude that continues to evolve with each generation.
The brand kicked off a digital-first campaign led with cricketer Yuzvendra Chahal, who shared a refreshingly honest take on his resolution for 2026. Rooted in humour and everyday indulgences, the video poked fun at the short shelf life of most New Year promises, as Chahal said “Bakwaas ideas ka chakkar choro, chatpate resolutions banao, 2026 ko patao”, making his resolution feel real, playful, and unmistakably Kurkure®.
Taking things to another level, Kurkure® collaborated with Anubhav Singh Bassi, whose trademark observational humour brought the chatpata take on New Year resolutions to life, calling out the small, everyday promises we all make and quietly break. Joining him, creators like Harshita Gupta & Arun Singh (Jhumroo) shared their own light-hearted takes, adding to the fun with resolutions that felt instantly familiar.
Together, the campaign reframed resolutions not as lofty goals, but as small, honest intentions people can actually stick to. With its trademark fun and experimental approach, Kurkure® tapped into pop culture and creator storytelling to make everyday moments, and New Year conversations more enjoyable.
Sharing his thoughts, Ankit Agarwal, Marketing Director, Kurkure® – PepsiCo India, said, “Kurkure has always stood for celebrating real, everyday moments with a chatpata point of view. New Year resolutions are often built on ideals that don’t last beyond a few weeks, so with this campaign, Kurkure wanted to champion resolutions that are chatpate and fun to achieve. Staying true to our ‘Chatpate Se Sab Patein’ philosophy, the idea was to make the New Year feel lighter, more relatable, and a lot more fun.”
The campaign has seen strong traction on social media, with viewers praising its humour and relatability through comments like “Chatpata wrap of the year👏💥” and “Kadak!” reflecting how the chatpata take on New Year resolutions resonated with viewers, prompting shares and conversations across platforms.
Click here to watch the resolutions from Yuzvendra Chahal, Anubhav Singh Bassi, Harshita Gupta, and Arun Singh.
