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Uttar Pradesh’s appetite for snacking gets a bigger bite – 65% more Kurkure in every pack
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Saturday, 17 May, 2025, 12 : 00 PM [IST]
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Our Bureau, New Delhi
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Known for its deep-rooted love for chatpata flavours, Uttar Pradesh has always embraced snacks that deliver a punch and Kurkure has consistently answered that craving with its signature crunch and spice. Building on this deep connection and offering even more value to consumers in Uttar Pradesh, the brand launched an exciting offer of 65% extra product in every pack.
Adding to the extra spice the brand has launched two new TVC films that capture the overarching themes of fun and spontaneity, with subtle nods to the consumer behaviour seen in Uttar Pradesh.
Aastha Bhasin, marketing director, Kurkure, PepsiCo India, said, “Uttar Pradesh is one of our most dynamic and high-potential markets and when consumers here speak, we listen. Kurkure has always been rooted in flavour and playful storytelling, and with this campaign, we’re doubling down on what our Uttar Pradesh consumers love most. By offering 65% extra of our iconic Masala Munch, we’re delivering on the demand for more value, more flavour, and more masti. The new 'Kur Kur Kur Kur Kurkure' sonic injects a burst of masala into every bite, celebrating the region’s deep love for vibrant, flavour-first snacking. This is our way of saying: we hear you; we value you, and we’re here to serve up even bigger, bolder experiences — the Kurkure way.”
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