Kurkure has roped in Bollywood actress, Taapsee Pannu as its brand ambassador. The announcement is strategically timed as Kurkure embarks on a new journey with its new positioning – ‘Khayal toh Chatpata hai’, celebrating progressive thinking that young Indian homemakers bring in to traditional Indian families.

‘Khayal toh Chatpata hai’ underlines Kurkure’s continued efforts to recognize the Indian homemaker who has been the center force in bringing families together. The new positioning highlights progressive ideologies that the homemaker holds today; from breaking conventional barriers to new-age thinking which embraces modernity while being anchored in tradition.

Sharing her excitement on coming onboard as the brand ambassador of Kurkure, Taapsee Pannu said that Kurkure has been her favorite snack in Delhi and also during her breaks in Mumbai during the shooting.

Taapsee, who has been reigning in her back to back film successes, through this collaboration will be seen in a series of advertising and marketing campaigns. The first in the series featured the actress in her bubbly and chirpy avatar.

In the film, Taapsee, is seen representing a new Indian homemaker, an Indian bahu, who shares her excitement, with her family, on receiving a job offer. Unfortunately, her excitement meets denial from her aunt, who recommends her to take up a hobby at home. As the bahu battles with the disappointment, Kurkure comes to her rescue, as its spices and flavors become her driving force to encourage the aunt to think beyond the conventional. The film concludes on a positive and happy note, wherein, the family is seen enjoying a pack of Kurkure and the aunt supporting the bahu to venture out and pursue her career and passion.