epsiCo India has announced the launch of Kurkure® Jowar Puffs, a millet-based snack under its Kurkure® brand. The launch is supported by a new advertising campaign titled “Isse Achha Kya Hoga”, featuring actor and brand ambassador Sara Ali Khan.
The product aims to bring attention to jowar, a traditional grain with roots in Indian agriculture. Developed through PepsiCo India’s research and development efforts, Kurkure® Jowar Puffs are baked, not fried, and incorporate jowar while maintaining Kurkure®'s signature flavour.
In the TV commercial, Sara Ali Khan returns from a trip and narrates a series of personal mishaps – including hotel issues, an unexpected snake encounter, and a misspelt tattoo. As her family reacts to the events, she introduces Kurkure® Jowar Puffs as the one thing she considers truly “achha”. The campaign concludes with the line: “Isse Achha Kya Hoga?”
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.”
Sara Ali Khan added, “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, commented, “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 Achcha Kya Hoga?’”
