Kurkure launches millet-based variant with Sara Ali Khan’s TVC

Kurkure has launched its millet-based innovation – Kurkure Jowar Puffs – brought to life through a new campaign, “Isse Achha Kya Hoga.” 

With brand ambassador Sara Ali Khan at the helm of the TVC, the film showcases how the snack blends the power of millets with Kurkure’s signature taste and crunch in a fun, relatable format for audiences. 

The new TVC takes viewers into a light-hearted family moment where Sara, just back from a trip, recounts her misadventures – from unfinished hotels and surprise snakes to a hilariously misspelled tattoo. As her family reacts in shock and disbelief, Sara nonchalantly reveals the one thing she calls truly “achha” is the all-new Kurkure® Jowar Puffs. With its playful storytelling and chatpata flair, the film introduces Kurkure® Jowar Puffs as a flavour-packed snack infused with the goodness of jowar, ending with the campaign’s punchy line: “Isse Achha Kya Hoga?!”

Commenting on the launch, Aastha Bhasin, Marketing Director, Kurkure® and Doritos® – PepsiCo India, said, “Kurkure® has always stood for originality, quirk, and light-hearted fun in Indian households. With Kurkure® Jowar Puffs, we are excited to bring to life a snack that truly embodies balance without compromise. Our new campaign ‘Isse Achha Kya Hoga’ featuring Sara Ali Khan captures Kurkure’s signature humour and relatability through her hilarious storytelling. The TVC perfectly showcases how, even when everything goes wrong, there’s always something ‘achha’ waiting with Kurkure® Jowar Puffs.”

Adding her perspective, Kurkure® Brand Ambassador Sara Ali Khan said, “Kurkure® has always been about bringing fun and flavour into every moment, and I’m thrilled to be part of this campaign for Kurkure® Jowar Puffs. The film is light-hearted and so relatable — just like the brand. I love how Kurkure Jowar Puffs combine the goodness of millets with that signature Kurkure® chatpata taste. Truly, Isse Achha Kya Hoga!”

Vikram Pandey, Chief Creative Officer Leo, South Asia, said “With the new Kurkure® Jowar Puffs, we wanted to capture the best of both worlds—the unmistakable masala that Kurkure® is loved for, now paired with the goodness of jowar. It’s the perfect fusion of taste and variety, brought to life in a film that carries all the quirk, drama, and fun that audiences expect from Kurkure®, with the unmistakable promise, ‘Isse Achha Kya Hoga?’”