Mumbai: As the New Year rolled in with its usual flood of ambitious resolutions, Kurkure chose to take a refreshingly honest route. Staying true to its philosophy of ‘Chatpate Se Sab Patein’, the brand launched a digital-first campaign that replaces unrealistic promises with chatpata, relatable resolutions rooted in everyday Indian behavior.
For over 25 years, Kurkure® has been a part of Indian households, shaping not just snacking moments but also cultural conversations with its unmistakable chatpata attitude. This campaign builds on that legacy by tapping into the universal truth that most New Year resolutions are short-lived, and humour is often the best way to address it.
The campaign kicked off with cricketer Yuzvendra Chahal, who delivered a playful reality check on New Year goals. His film humorously encouraged people to drop “bakwaas ideas” and instead make resolutions they could actually stick to, instantly striking a chord with audiences.
Expanding the conversation, Kurkure® collaborated with stand-up comedian Anubhav Singh Bassi, whose observational humor spotlighted the small promises people make-and often break-every year. Creators Harshita Gupta and Arun Singh (Jhumroo) added their own light-hearted takes, further grounding the campaign in relatable, everyday moments.
Commenting on the initiative, Ankit Agarwal, Marketing Director, Kurkure – PepsiCo India, said the brand wanted to make New Year resolutions feel lighter, fun, and achievable rather than idealistic.
The campaign has seen strong engagement across digital platforms, with audiences praising its humor, relatability, and distinctly chatpata take on New Year conversations. The films are currently live across social media channels.
