- Kurkure® and Ching’s Secret team up to launch the bold Schezwan Chutney-flavoured Kurkure®
- A high-energy, gripping commercial featuring Sara Ali Khan and Ranveer Singh highlights the Kurkure® Ching’s Schezwan Chutney’s signature crunch with the fiery flavour of Schezwan chutney, offering a unique snacking experience.
- The new flavour is available in INR 5, INR 10, and INR 20 packs across India for a limited time
- https://www.instagram.com/reel/DGDRjuvNnkZ/
New Delhi, February 2024: Kurkure®, a beloved household snack for over 25 years, and Ching’s Secret, one of India’s most popular Desi Chinese brands, are bringing fans an exciting fusion experience with the new Kurkure® Ching’s Schezwan Chutney flavour. The exciting new variant takes inspiration from the iconic Ching’s Schezwan Chutney flavour, bringing Kurkure’s signature chapata crunch to life with a bold, flavorful twist.
The collaboration comes to life in a quirky and action-packed television commercial starring Kurkure’s brand ambassador Sara Ali Khan alongside Ranveer Singh, the face of Ching’s Secret. Together, they take fans on a spicy, masaaledar journey. Directed with a cinematic flair, the film unfolds a playful rivalry between two fictional towns, “Kurkure-Garh” and “Schezwanpur”. The dramatic standoff culminates in an unexpected twist as the two towns unite over their shared love for the new Kurkure® Ching’s Schezwan Chutney flavour.
Aastha Bhasin, Marketing Director – Kurkure®, PepsiCo India, said, “PepsiCo India is delighted to partner with Ching’s Secret for this exciting collaboration. The new TVC, featuring Sara Ali Khan and Ranveer Singh, brilliantly brings to life the fusion of Kurkure’s® crunchy, masaaledaar magic with the fiery and tangy Flavour of Ching’s Schezwan Chutney. Through its cinematic and playful storytelling, the campaign celebrates a truly unique Desi Chinese snacking experience, showcasing how two much-loved brands can come together to create something bold and innovative that resonates with consumers across India.”
Deepika Bhan, President, Packaged Foods, Tata Consumer Products, shared, ““The campaign brings alive the magic of two iconic brands—Ching’s Secret and Kurkure—in a way that’s as bold and entertaining as the product itself. With Ranveer & Sara at the helm, the TVC is a high-energy fusion of drama, humour, perfectly capturing the playful rivalry and ultimate unity over a shared love for flavour. This collaboration isn’t just about launching a new flavour—it’s about creating a snacking experience that excites, engages, and leaves consumers wanting more.”
“The 'Kurkure Chings Schezwan Chutney flavour' is an unexpected but exciting collaboration of two iconic brands. So, it needed an execution that would be equally epic. We took on a Bollywood trope of warring villages and weaved a story with over-the-top drama built into it. Needless to say, we had a blast shooting this one.” Vikram Pandey, Chief Creative Officer, Leo – South Asia
Kurkure® brand ambassador Sara Ali Khan expressed "Being part of this collaboration with Kurkure and Ching’s has been an absolute delight! The new Schezwan Chutney flavour brings together bold zestiness and a signature crunch—just like the playful energy of our TVC. Kurkure Ching’s is all about unexpected fun, and this campaign captures that spirit perfectly. Shooting with Ranveer was an amazing experience, and I can’t wait for everyone to enjoy this exciting new flavour!"
The commercial will be aired across television and digital platforms, featuring Sara Ali Khan as the face of Kurkure and Ranveer Singh representing Ching’s, to amplify reach and engage a wide audience.
Ahead of the launch, renowned filmmaker Rohit Shetty teased fans with a cryptic video featuring Sara Ali Khan and Ranveer Singh. Labeled the “Biggest Love Story of 2025,” the teaser created a buzz on social media and sparked widespread speculation. This buildup seamlessly set the stage for the action-packed TVC that brings the playful and masaaledaar campaign to life.
The product is available across all major markets and channels in INR 5, INR 10, and INR 20 packs, making it accessible for snack lovers everywhere. Consumers can easily get their hands on this exciting new offering both online and in-store, ensuring a flavour-packed experience.
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.
About Tata Consumer Products Limited:
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 263 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 15,206 Crs with operations in India and International markets. For more information on the Company, please visit www.tataconsumer.com
For any media queries, please contact:
Aastha Jindal| PepsiCo India | Aastha.Jindal@pepsico.com
Ishita Jha | Edelman | Ishita.Jha@edelman.com
Topics: