Kurkure, one of India’s most popular snack brands, has unveiled an entertaining new TVC campaign to promote its most recent flavor innovation, Kurkure Chatpata Cheese. Kurkure has always been known for its quirky personality. The Cheetos Crunchy Cheddar Jalapeno flavor is the inspiration for the new permanent flavor, which has a smooth international cheese and a masala ka twist.

Kurkure’s newest product embraces India’s growing preference for dairy-flavored snacks as a brand that consistently feels the pulse of the country. The brand’s play is expanded with the previously unheard-of fusion flavor, which is unheard of in the collet category, beyond the traditional “masala” flavor. With its distinctive blend of foreign cheese and Indian “chatpatapan,” which is just “two much fun,” the brand-new Kurkure Chatpata Cheese hopes to pique the interest of young Indians.

Two families—one Indian and the other foreign—discuss their children’s upcoming love marriage in the TV commercial’s opening scene. The mother of the Indian boy expresses her disapproval of their relationship and tells her son that he would be better off marrying an Indian woman. She offers the girl’s parents some Kurkure Chatpata Cheese while doing this, but she instead speaks to them in English to express her pride in her son’s decision. Then the “chatpata” twist occurs, shocking everyone in the room when the girl’s mother jokingly responds, “chal jhoothi!”

The Kurkure Chatpata Cheese “Videsi Mein Desi Chatpatapan” campaign will not only be promoted through a TVC but also through a strong 360-degree surround campaign on various platforms.