Kurkure is now making its way into snack jars across the country, bringing a much-loved regional favourite to more consumers. The PepsiCo India brand has introduced Kurkure Ribbon Pakoda, a regional-inspired snack that pairs the familiar flavours of this South Indian favourite with the crunch and masti that Kurkure is known for.
A Snack Ad That Breaks the Usual Script
Kurkure has chosen a different route. Its new film draws from South Indian cinema and places the snack in a dramatic cop setting, a genre that audiences in the region know well for its tension and memorable moments.
The twist lies in the reveal. In a typical cop drama, the big moment uncovers a culprit or a crucial clue. In this film, the reveal at the centre of the story is a packet of Ribbon Pakoda. The film embraces the drama of the genre and then lets the snack take the spotlight, turning a simple moment about taste and crunch into an entertaining one.
Nostalgia With a Twist
What makes the storyline stand out is the idea behind it. The campaign is built around one playful question: what if a bite of Ribbon Pakoda tasted so familiar that it brought back memories of grandma’s kitchen? Nostalgia in advertising is often handled in a quiet, sentimental way. Kurkure has taken the same emotion and placed it within a genre known for suspense and high drama. The film entertains first and leaves viewers with a warm feeling afterwards, which is an unusual combination for a snack commercial. The brand describes this as its characteristic irreverent spin on nostalgia, and the cop-drama format captures that spirit well.
What Goes Into Every Crunch
A memorable reveal, of course, needs a product worth revealing. Here is what goes into Kurkure Ribbon Pakoda:
- The base: Rice flour combined with three dals, namely urad, chana and moong
- The flavour: Sesame seeds and black pepper worked into the dough for a familiar, home-style taste
- The kick: Guntur chilli for a chatpata touch
- The cooking: Made in rice bran oil, with no palm oil and no artificial colours or flavours
Why Ribbon Pakoda, and Why Now
The thinking behind the product is easy to relate to. Routines have become busier, and many people who grew up enjoying Ribbon Pakoda no longer have it within easy reach. Some live away from home, while others do not have the time to prepare it from scratch. The fondness for the flavour, however, remains. Kurkure built the product around a simple consumer insight: when it comes to snacking, familiarity matters as much as excitement.
Speaking about the launch, Ankit Agarwal, Marketing Director, Kurkure, PepsiCo India, said that consumers across South India take immense pride in their food, and Ribbon Pakoda is one such snack that brings back familiarity, nostalgia and joy. He added that, as a proudly homegrown brand, Kurkure is always looking for ways to celebrate India’s diverse food culture. “With Kurkure Ribbon Pakoda, we are drawing inspiration from an iconic South Indian favourite and reimagining it through the distinctive Kurkure experience,” he said, adding that the brand aims to offer consumers flavours inspired by regional tastes that feel exciting and local.
Where To Find It
Kurkure Ribbon Pakoda is available at neighbourhood kirana stores across South India, except Kerala. It comes in a 28g pack priced at ₹10 and a 56g pack priced at ₹20. ger pack works well for sharing with family or friends.
The launch also continues Kurkure’s effort to create regional-inspired snacking experiences drawn from the many tastes and food cultures of India. The next time the snack jar at home runs low, the neighbourhood store may well have a familiar alternative waiting. And if the first bite brings back memories of grandma’s kitchen, Kurkure’s cop-drama twist will have achieved exactly what it set out to do.
ABOUT KURKURE
Kurkure was developed in India and has built a strong bond with consumers across the country as a tasty, much-loved snack. It is one of eight brands in PepsiCo India’s portfolio that each bring in more than INR 1,000 crore in estimated annual retail sales. The growth of the Kurkure name across different salty snack formats reflects PepsiCo’s aim of building strong master brands in India. Kurkure is also made and sold in markets including the UAE, Canada, Pakistan and Bangladesh.
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