PepsiCo India’s snack brand Kurkure has launched a new millet-based product Kurkure Jowar Puffs through a campaign titled ‘Isse Achha Kya Hoga.’ Featuring brand ambassador Sara Ali Khan in the TV commercial, the film highlights how the snack combines millets with Kurkure’s usual taste and crunch in a fun, relatable way.
Marking 25 years as a homegrown snack brand, Kurkure has built a legacy of introducing products that reflect changing consumer preferences with its signature chatpata flavour. With growing interest in traditional ingredients and mindful snacking, millets presented an opportunity for Kurkure to update heritage grains for today’s generation. Using PepsiCo India’s R&D support, Kurkure Jowar Puffs combines millets with the brand’s familiar flavour profile. Baked, not fried, the snack offers a modern way to enjoy traditional ingredients.
The new Kurkur Jowar Puffs TVC shows a light-hearted family scene where Sara Ali Khan, back from a trip, shares stories about everything from bad hotels and surprise snakes to a misspelled tattoo. As her family reacts in disbelief, she casually says the one thing that was truly achha is the new Kurkure Jowar Puffs. Through playful storytelling and its trademark chatpata tone, the film introduces the snack as a flavourful option made with jowar, ending with the campaign 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?’”
