Snack brand Kurkure celebrated India’s recent cricket triumph with a creative front-page newspaper advertisement that captured the national mood of pride and excitement. The ad, released the day after the victory, served as a tribute to the Men in Blue while reflecting the brand’s long-standing connection with everyday Indian moments.
The standout element of the creative was its headline: “This Ad Was Made A Year Ago.” Blending Hindi and English, the copy referenced the anticipation leading up to the tournament and the journey of the Indian cricket team. The messaging played on the idea that the nation had long been hoping for this moment, making the victory feel both inevitable and deeply celebrated.
Visually, the creative featured Kurkure Jowar Puffs, a millet-based snack introduced as part of the brand’s 25th anniversary portfolio. The packaging appeared in blue and orange tones, subtly reflecting the colours associated with the Indian cricket team and reinforcing the celebratory theme.
Kurkure Jowar Puffs is a baked snack made using jowar (sorghum), aligning with the growing consumer interest in millet-based foods and healthier snack alternatives. The product represents Kurkure’s move toward incorporating traditional grains while continuing to innovate within the packaged snack category.
Commenting on the initiative, Ankit Agarwal, marketing director – Kurkure and Doritos at PepsiCo India, said the brand has been proudly made in India for over 25 years and remains deeply woven into the country’s cultural fabric. He noted that celebrating India’s cricket victory felt like a natural extension of Kurkure’s journey alongside the nation, making the tribute both playful and meaningful.
