With every brand going ‘youthfully desi’ these days, Kurkure doesn’t want to be left far behind. But do you think Juhi Chawla can represent the youth of today? Obviously, not! So, here comes the sexy siren of bollywood to do the honours, Kareena Kapoor!
The nine-year-old snack brand by PepsiCo India has been the domain of veteran actress, Juhi Chawla for almost five years. Kapoor was recently brought onboard as the new face for PepsiCo Snack Foods, and particularly, Kurkure. However, Juhi continues to be the face for the brand, reveals a PepsiCo Snack Foods official.
The TVC featuring Kapoor opens on a person, beginning to narrate the 'ishtory' (read story) of Cinderella in Hindi, in a Haryanvi accent. Kareena plays the role of Cinderella, who is being treated as the maid of the house, while her stepsisters have their share of fun. The 'desi' twist in the story is when singer Ila Arun comes to the rescue as her godmother. She offers Kapoor a packet of Kurkure Desi Beats to spice up her life. The Englishmen and her stepsisters are having a boring dance, when 'desi' girl Kareena arrives in Indian attire to bring life to the party. The film ends with the tagline – ‘No Fun, Without Desipann’.
Explaining the choice of Kapoor for the brand, the PepsiCo official says, “Desi Beats is an incremental platform that Kurkure was looking at, for which it needed a new face. The product demanded a new look, and that's why Kareena.”
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