National, 24^th September 2025: Kurkure®, PepsiCo India’s iconic homegrown snack brand, has launched its millet-based innovation – Kurkure® Jowar Puffs – brought to life through a new campaign, “Isse Achha Kya Hoga.” With brand ambassador Sara Ali Khan at the helm of the TVC, the film showcases how the snack blends the power of millets with Kurkure’s signature taste and crunch in a fun, relatable format for audiences.

Marking 25 years as India’s beloved homegrown snack brand, Kurkure® has a strong legacy of innovation that blends consumer trends with its signature chatpata twist. With growing interest in traditional ingredients and mindful snacking, millets offer the perfect opportunity for Kurkure® to reimagine heritage grains for today’s generation. Backed by PepsiCo India’s R&D expertise, Kurkure® Jowar Puffs brings together the best of both worlds — the power of millets and Kurkure’s unmistakable chatpata excitement — truly, Isse Achha Kya Hoga. Baked, not fried, the new snack offers a fun, flavourful way to enjoy familiar ingredients in a modern format.

The new Kurkure® Jowar Puffs TVC takes viewers into a light-hearted family moment where Sara, just back from a trip, recounts her misadventures – from unfinished hotels and surprise snakes to a hilariously misspelled tattoo. As her family reacts in shock and disbelief, Sara nonchalantly reveals the one thing she calls truly “achha” is the all-new Kurkure® Jowar Puffs. With its playful storytelling and chatpata flair, the film introduces Kurkure® Jowar Puffs as a flavour-packed snack infused with the goodness of jowar, ending with the campaign’s punchy line: “Isse Achha Kya Hoga?!”

Commenting on the launch, Aastha Bhasin, Marketing Director, Kurkure® and Doritos® – PepsiCo India, said, “Kurkure® has always stood for originality, quirk, and light-hearted fun in Indian households. With Kurkure® Jowar Puffs, we are excited to bring to life a snack that truly embodies balance without compromise. Our new campaign ‘Isse Achha Kya Hoga’ featuring Sara Ali Khan captures Kurkure’s signature humour and relatability through her hilarious storytelling. The TVC perfectly showcases how, even when everything goes wrong, there’s always something ‘achha’ waiting with Kurkure® Jowar Puffs.”

Adding her perspective, Kurkure® Brand Ambassador Sara Ali Khan said, “Kurkure® has always been about bringing fun and flavour into every moment, and I’m thrilled to be part of this campaign for Kurkure® Jowar Puffs. The film is light-hearted and so relatable — just like the brand. I love how Kurkure Jowar Puffs combine the goodness of millets with that signature Kurkure® chatpata taste. Truly, Isse Achha Kya Hoga!”

Vikram Pandey, Chief Creative Officer Leo, South Asia, said “With the new Kurkure® Jowar Puffs, we wanted to capture the best of both worlds—the unmistakable masala that Kurkure® is loved for, now paired with the goodness of jowar. It’s the perfect fusion of taste and variety, brought to life in a film that carries all the quirk, drama, and fun that audiences expect from Kurkure®, with the unmistakable promise, ‘Isse Achcha Kya Hoga?’”

Click here to watch the film.

Agency Creds

Creative Agency: Leo

Raj Deepak Das – Chief Creative Officer – Publicis Groupe South Asia and Chairman – Leo Burnett South Asia

Amitesh Rao – Chief Executive Officer – Leo Burnett South Asia

Anirban Roy – Chief Strategy Officer

Jaikrit Singh – Managing Partner – Delhi

Creative Team

Vikram Pandey – Co. Chief Creative Officer

Nitin Pradhan – Group Executive Creative Director, Creative Head – Delhi

Upasya Goswami – Creative Director

Rupanshi Chitransh – Copywriter

Ayushman Das – Senior Copywriter

Saurav Dasgupta – Associate Executive Creative Director

Ria Varma – Art Director

Rahul Yadav – Art Director

Account Management Team

Neha Kapoor – Sr. Vice President

Nikita Bhandari – Brand Services Director

Meghna Raha – Brand Services Associate

Planning Team

Pritish Mukherjee – Senior Vice President, Head of Strategy, Delhi

Gaurav Derebail – Vice President

Production House – Corcoise Films

Director – Vishwesh Krishnamoorthy

Producer – Bhavin Gajria

The post KURKURE® LAUNCHES JOWAR PUFFS FEATURING SARA ALI KHAN IN A FUN, QUIRKY NEW CAMPAIGN – “ISSE ACHHA KYA HOGA” appeared first on newsmantra.in l Latest news on Politics, World, Bollywood, Sports, Delhi, Jammu & Kashmir, Trending news | News Mantra.

National, 22^nd September 2025: PepsiCo India’s iconic homegrown snack brand Kurkure is marking its 25^th year with a new innovation – the launch of Kurkure Jowar Puffs. With this, Kurkure steps into India’s millet-based snacking category, by bringing together the power of millets with the unmistakable taste and excitement of Kurkure, rightfully leading to – Isse Achcha Kya Hoga? Baked (not fried), Kurkure Jowar Puffs offer consumers a fun, flavourful way to enjoy familiar ingredients in a modern format.

India’s food culture is evolving, with consumers rediscovering traditional ingredients, seeking mindful snacking options, and embracing homegrown brands that strengthen local communities and the economy. These shifts, combined with the growing spotlight on millets, present a unique opportunity for PepsiCo India to reimagine heritage grains for today’s generation.

For 25 years, Kurkure has been proudly Made in India – created, developed, and nurtured for Indian consumers. Building on this legacy and deep consumer understanding, Kurkure Jowar Puffs reflect the brand’s ability to fuse insight-led innovation with India’s culinary heritage, while celebrating PepsiCo India’s vision of catering to the “Many Indias” across regions, tastes, and cultures.

Sharing her thoughts, Aastha Bhasin, Director Marketing – Kurkure and Doritos, PepsiCo India, said: “At PepsiCo India, consumer-centricity is at the heart of everything we do. Our vision is to continually innovate for evolving consumer tastes and preferences, while staying rooted in India’s rich culinary traditions. With Kurkure® Jowar Puffs, we are reimagining a time-honoured grain in a format that is both accessible and irresistibly fun, a true expression of “Isse Achcha Kya Hoga”. This launch is a testament to our commitment to delight consumers while championing ingredients that resonate with India’s heritage and future.”

Backed by extensive R&D and consumer insight, this launch reinforces Kurkure as a leading brand in the Indian snacks category by expanding into the fast-emerging millet segment, while leveraging its scale and accessibility to bring innovation to millions of households.

Kurkure® Jowar Puffs will be available in INR 10 and INR 20 packs across North, West, and East India, through modern and traditional retail, leading e-commerce platforms, and quick-commerce apps. The launch will be supported by a robust media plan spanning TV, digital, and retail touchpoints. 

The post KURKURE® CELEBRATES 25 YEARS WITH LAUNCH OF MILLET-BASED JOWAR PUFFS, EXPANDING PEPSICO INDIA’S SNACKING LEGACY appeared first on newsmantra.in l Latest news on Politics, World, Bollywood, Sports, Delhi, Jammu & Kashmir, Trending news | News Mantra.