- PepsiCo India’s millet-based innovation spotlights jowar, a time-honoured grain deeply rooted in India’s agricultural heritage
- Brand Ambassador Sara Ali Khan fronts the launch film where everyday goof ups turn into laughs with Kurkure® Jowar Puffs, Isse Achha Kya Hoga!
National, 24th September 2025: Kurkure®, PepsiCo India’s iconic homegrown snack brand, 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.
Marking 25 years as India’s beloved homegrown snack brand, Kurkure® has a strong legacy of innovation that blends consumer trends with its signature chatpata twist. With growing interest in traditional ingredients and mindful snacking, millets offer the perfect opportunity for Kurkure® to reimagine heritage grains for today’s generation. Backed by PepsiCo India’s R&D expertise, Kurkure® Jowar Puffs brings together the best of both worlds — the power of millets and Kurkure’s unmistakable chatpata excitement — truly, Isse Achha Kya Hoga. Baked, not fried, the new snack offers a fun, flavourful way to enjoy familiar ingredients in a modern format.
The new Kurkure® Jowar Puffs 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?’”
Click here to watch the film.
Agency Creds
Creative Agency: Leo
Raj Deepak Das – Chief Creative Officer - Publicis Groupe South Asia and Chairman - Leo Burnett South Asia
Amitesh Rao - Chief Executive Officer - Leo Burnett South Asia
Anirban Roy - Chief Strategy Officer
Jaikrit Singh – Managing Partner – Delhi
Creative Team
Vikram Pandey – Co. Chief Creative Officer
Nitin Pradhan – Group Executive Creative Director, Creative Head – Delhi
Upasya Goswami – Creative Director
Rupanshi Chitransh – Copywriter
Ayushman Das – Senior Copywriter
Saurav Dasgupta – Associate Executive Creative Director
Ria Varma – Art Director
Rahul Yadav – Art Director
Account Management Team
Neha Kapoor – Sr. Vice President
Nikita Bhandari – Brand Services Director
Meghna Raha - Brand Services Associate
Planning Team
Pritish Mukherjee - Senior Vice President, Head of Strategy, Delhi
Gaurav Derebail – Vice President
Production House – Corcoise Films
Director – Vishwesh Krishnamoorthy
Producer – Bhavin Gajria
About Kurkure®:
Kurkure® - a product that was developed in India, has established a strong connection with consumers across the country as a great-tasting snack. Kurkure® is one of the eight brands in PepsiCo India’s portfolio, each of which brings in over INR 1000 crore in annual estimated retail sales. The expansion of the Kurkure® trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavour of building out strong master brands in its India portfolio. Kurkure® is also manufactured and sold in countries like the UAE, Canada, Pakistan, and Bangladesh.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
For any media queries, please contact:
Aastha Jindal | PepsiCo India | Aastha.Jindal@pepsico.com
Moin Shah | Edelman | Moin.Shah@edelman.com