Kurkure launches new sub-brand, Kurkure Playz, with quirky ‘Halke Mein Lo’ campaign

Kurkure launches new sub-brand, Kurkure Playz, with quirky ‘Halke Mein Lo’ campaign
Photo - Kurkure Playz
  • Kurkure Playz to strengthen presence in the growing puffed and pellet segment

  • It brings two unique product offerings, Kurkure Playz Puffcorn and Kurkure Playz Pastax

  • ’Halke Mein Lo’ campaign encourages the youth to take it easy in the face of any daily hiccups

  • The film blends comedy with horror to create the ‘Halke Mein Lo’ analogy 

Starting 2023 on a lighthearted note, Kurkure, one of India’s most loved snack brands, has unveiled a new TVC campaign celebrating its new sub-brand – Kurkure Playz. The modern sub-brand caters to the rise in demand for soft textured snacks, one of the fastest-growing variants in the overall salty snacks category.

Kurkure Playz comes in two international dairy-flavored offerings, Kurkure Playz Puffcorn and the all-new Kurkure Playz Pastax. Kurkure Playz Puffcorn has a distinct shape with a light texture and comes in cheese flavor, whilst the all-new Kurkure Playz Pastax has a creamy herb and onion flavor in a pasta-shaped bite.

Bringing to life the snack’s light texture, the film is set in an old bungalow that a family has just moved in. While setting up their new home, the protagonist, a young man, is greeted by an unexpected ghost who scares the wits out of the entire family. But a bite of Kurkure Playz Puffcorn transforms the youngster’s fear into a take-it-easy ‘Halke Mein Lo’ attitude, leading him to make witty wisecracks diffusing a scary situation into a laughing riot.

Speaking about the new film, Neha Prasad, associate director and brand lead, Kurkure, said, “Kurkure has always kept its consumers at the center and connected with them through innovative product offerings and quirky, masaledaar storytelling. The Kurkure Playz launch is a big entry in the rapidly growing soft texture snacks in two formats – puffed and pellet. We are excited about our new ‘Halke Mein Lo’ campaign, as it encourages the youth to not get hassled by the daily squabbles and to take a lighter approach to life by adding a dose of masti to any given situation.”

Further discussing the campaign, Vikram Pandey (Spiky), national creative director, Leo Burnett, said, “The film introduces the new Kurkure Playz and while we wanted to keep the light-hearted quirky tonality of Kurkure, we also wanted to add a playful dimension to the new products. We bring this alive with our ‘Halke Mein Lo’ proposition – where the film places the characters in the extraordinary situation of finding a ghost in the room. However, the story takes an unusually cool and hilarious turn when the protagonist takes things lightly.”

Not limited to a TVC, the Kurkure Playz ‘Halke Main Lo’ campaign will also be brought to life through a robust 360-degree surround campaign. Across all leading retail and e-commerce platforms in India, Kurkure Playz Puffcorn is available at INR 5, INR 10, INR 20, INR 50, and Kurkure Playz Pastax at INR 5, INR 10, and INR 20.

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