Kurkure Introduces Jowar Puffs With Sara Ali Khan in Isse Achha Kya Hoga Campaign

A Fresh Take on Snacking

PepsiCo India’s iconic snack brand Kurkure has unveiled its latest innovation Kurkure Jowar Puffs through a campaign titled Isse Achha Kya Hoga. The launch marks an exciting new chapter for the brand as it brings the goodness of millets into its product line while staying true to its trademark flavour and crunch. At a time when consumers are becoming more mindful about ingredients and health conscious choices Kurkure has tapped into traditional grains to create a snack that feels both modern and familiar.

The Campaign Film With Sara Ali Khan

The new TVC featuring Kurkure brand ambassador Sara Ali Khan captures the playful and light hearted energy that has always defined the brand. The film opens with Sara returning from a trip and recounting a series of hilarious misadventures from bad hotels to unexpected snakes and even a misspelled tattoo. As her family reacts in shock she reveals the one thing that was truly achha during her trip the all new Kurkure Jowar Puffs. With its humour filled narrative and relatable tone the film highlights how the snack is a perfect blend of taste and goodness wrapped in Kurkure’s signature chatpata style.

Balancing Tradition and Modernity

Kurkure Jowar Puffs have been created using PepsiCo India’s advanced research and development capabilities to deliver a product that combines millets with the much loved flavour that Kurkure is known for. Baked and not fried the snack introduces a healthier way to enjoy traditional ingredients without losing the fun factor. As Kurkure celebrates 25 years as a homegrown brand this launch demonstrates its ability to evolve with consumer preferences while continuing to deliver originality and light hearted entertainment.

Voices From the Brand and Team

Aastha Bhasin Marketing Director Kurkure and Doritos PepsiCo India shared that Kurkure has always been about originality quirk and fun in Indian households. She explained that the new Jowar Puffs campaign perfectly balances health and taste while staying true to the brand’s humour filled personality. Sara Ali Khan expressed her excitement about being part of the campaign saying that Kurkure Jowar Puffs combine the goodness of millets with the familiar Kurkure flavour making them a perfect addition to everyday snacking moments. Vikram Pandey Chief Creative Officer at Leo South Asia added that the campaign was designed to showcase the best of both worlds the masala Kurkure is loved for paired with the wholesome benefits of jowar presented through a fun and dramatic film that embodies Kurkure’s essence.

A New Era for Kurkure

With the launch of Kurkure Jowar Puffs and the Isse Achha Kya Hoga campaign the brand has once again proven its ability to stay relevant in India’s dynamic snacking culture. By combining heritage ingredients with contemporary storytelling Kurkure has created a product and campaign that resonates with both long time fans and new age snackers. This marks yet another milestone in Kurkure’s journey as a homegrown favourite that continues to surprise and delight Indian households.

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