• Kurkure Playz strengthens its presence in the growing puffed and pellet segment

• With the success of the first film, Kurkure unveils the second TVC to introduce Kurkure Playz Pastax as a unique flavor under the new sub-brand

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

Kurkure, one of India’s most loved snack brands, started 2023 on a light-hearted note and launched a quirky TVC campaign, ‘Halke Mein Lo’ to celebrate its youthful new sub-brand, Kurkure Playz. Following the first TVC film that captured the ‘masaaledar’ banter between a young protagonist and ghost, Kurkure unveiled its second TVC under the campaign.

The film opens with the family enjoying teatime in the front yard of their bungalow when there’s a sudden disturbance on the radio playing next to them. That’s when they look up to find a spaceship hovering over the lawn amid dark clouds with strong winds. Two larger-than-life aliens appear with a plan to abduct the family, beckoning the protagonist to get on the ship right away. While spooked at first, a bite of Kurkure Playz Pastax transforms the youngster’s fear into a take-it-easy ‘Halke Mein Lo’ attitude, leading him to make witty wisecracks diffusing an intimidating situation into a laughing riot.

Commenting on the TVC, Vikram Pandey (Spiky), national creative director – Leo Burnett, said, “This is the second film for the new Kurkure Playz campaign, and it continues the light-hearted quirky tonality set by the first film with our ‘Halke Mein Lo’ proposition. In this film we find the protagonist's family facing an alien invasion, but they manage to put off their abduction by stalling the aliens. We hope that the audiences will enjoy this film as much as the first one.”

Speaking on the campaign, Neha Prasad, associate director and brand lead, Kurkure said, “Aimed at the Gen Z audience, our campaign encourages the Indian youth to take it easy in the face of daily hiccups through a proposition that is refreshing yet colloquial – ‘Halke Mein Lo’. Our first film received an overwhelmingly positive response for its unique storytelling format. This propelled us to bring forth the second TVC that we hope will once again keep everyone entertained in true Kurkure style!”

Adding another playful twist to the campaign, Kurkure collaborated with actress and social media sensation Niti Taylor for a ‘Halka’ prank. The actress shared an image of a supposed alien sighting on her Instagram story, leaving fans curious about her encounter! But upon disclosing her collaboration with Kurkure Playz Pastax, fans were relieved that it was just a harmless prank.

Kurkure Playz comes in two product offerings – the widely popular and successful Kurkure Playz Puffcorn and the all-new Kurkure Playz Pastax. While Kurkure Playz Puffcorn has a distinct shape with a light texture and comes in a cheese flavor, Kurkure Playz Pastax has a creamy, herb, and onion flavor in a pasta-shaped bite. Kurkure Playz Puffcorn is available at INR 5, INR 10, INR 20, and INR 50, and Kurkure Playz Pastax at INR 5, INR 10, and INR 20 at leading retail and e-commerce platforms across the country.

KPMG India acted as the exclusive financial advisor to Constantia Flexibles for the transaction.