Kurkure has launched a digital-first New Year campaign that has reimagined traditional resolutions through a more relatable and humour-led lens, rooted in its long-running brand platform ‘Chatpate Se Sab Patein’. The campaign has focused on everyday behaviours and small indulgences rather than aspirational or idealised goals.
The brand has led the campaign with cricketer Yuzvendra Chahal, who has featured in a film that has taken a self-aware and humorous look at the short lifespan of most New Year resolutions. The narrative has leaned into realistic intentions, positioning them as more achievable and aligned with Kurkure’s chatpata brand personality.
The campaign has further been extended through collaborations with stand-up comedian Anubhav Singh Bassi, whose observational humour has highlighted the common resolutions people make and abandon. Content creators Harshita Gupta and Arun Singh (Jhumroo) have also joined the campaign, adding their own takes on familiar, everyday promises, helping broaden its reach across digital platforms.
Through this approach, Kurkure has positioned New Year resolutions as smaller, honest intentions rather than ambitious targets. The campaign has relied on pop culture references and creator storytelling to drive engagement and has aimed to make New Year conversations more grounded and accessible.
The digital rollout has generated engagement across social media, with audiences responding to the humour and relatability of the content, leading to comments, shares and conversations around the brand’s chatpata take on resolutions.
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“Kurkure has always stood for celebrating real, everyday moments with a chatpata point of view. New Year resolutions are often built on ideals that don’t last beyond a few weeks, so with this campaign, Kurkure wanted to champion resolutions that are chatpate and fun to achieve. Staying true to our ‘Chatpate Se Sab Patein’ philosophy, the idea was to make the New Year feel lighter, more relatable, and a lot more fun.”- Ankit Agarwal, Marketing Director, Kurkure® – PepsiCo India
