Campaign India Team
Feb 20, 2024

Sara Ali Khan's spicy comebacks with Kurkure defy gender norms in new campaign

The film conceptualised by Leo Burnett takes a stance against conformity, aiming to inspire individuals to liberate themselves from the pressures of a set culture.

Sara Ali Khan's spicy comebacks with Kurkure defy gender norms in new campaign

Kurkure has rolled out a campaign 'Chatpate Se Sab Patein’ (everyone is wooed by the spice), featuring actors Sara Ali Khan and Kunal Roy Kapoor, as a stance against conformity, to inspire individuals to liberate themselves from the pressures of a set culture and wholeheartedly embrace the freeing spirit of anti-hustle. 


Conceptualised by Leo Burnett, the film begins with Khan as a bride, receiving congratulations from her boss, Kunal Roy Kapoor (Sanjay). Their banter over missed morning calls leads to witty exchanges as Khan humorously recalls various antics involving Sanjay and her family. Khan playfully teases about her busy phone, early morning well-wisher, chant-loving relative, and unexpected honeymoon third wheel, all centred around Sanjay. The revelation of Sanjay as her boss adds to the humour, leaving wedding guests amused. The film wraps up with Sanjay asserting his professional role, met with Sara's witty retort. The scene smoothly shifts to the crunch of Kurkure, echoing the tagline—‘Chatpate Se Sab Patein’.



Aastha Bhasin, category lead, Kurkure, PepsiCo India, said, “Kurkure, India’s cherished snack brand, has woven itself into the fabric of Indian households through its quirky taglines and compelling narratives over the years. As a brand that strives for a close connection with its consumers, we realised the challenges that come with conformism and a fast-paced hustle culture. Backed by this very insight, we’re thrilled to introduce our fresh positioning—‘Chatpate Se Sab Patein’. Infused with a dash of humour and cheek, this positioning encourages individuals to liberate themselves from the shackles of conformity and embrace a balanced life. Rooted in Kurkure's creative essence, our campaign film, starring Sara, masterfully captures the heart of this narrative. She not only impeccably embodies the protagonist's role but also infuses authenticity and relatability into the storyline, staying true to Kurkure's distinctive and flavorful identity.”


Vikram Pandey (Spiky), national creative director, Leo Burnett, said, “Kurkure as a brand has always encouraged its consumers to make brave choices albeit with its signature quirky humour. With this film, we wanted to use this humour to land an important message against toxic conformity. One such example that our film brings to life is that of toxic bosses. Often working long hours has been seen as badge of honour, but in reality, it takes away from precious family time. Kurkure encourages everyone to break these toxic cycles as #ChatpateSeSabPatein."




Client: Kurkure

Agency: Leo Burnett

Chief creative officer: Raj Deepak Das 

Chief Executive Officer: Amitesh Rao

President-North: Samir Gangahar 

National creative director: Vikram Pandey

Executive creative director: Harsh Maheshwari 

Copywriter: Rupanshi Chitransh 

Creative Director - art: Abhinandan Dey

Art director: Mayur Bansal 

Senior vice president: Neha Kapoor 

Brand services director: Digvijay Chatterjee 

Senior brand services associate: Shubham Aggarwal 

Senior vice president: Noor Samra

Brand strategy partner: Ashish Mathew

Production house: Nirvana Films

Director: Rajiv Rao 

Producer: Marjorie Rodrigues



Campaign India

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