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New Delhi: Snack brand Kurkure has rolled out a digital-led New Year campaign that takes a humorous look at the short-lived nature of annual resolutions, using popular personalities to frame everyday, more relatable promises.
The campaign builds on Kurkure’s long-running brand platform, ‘Chatpate Se Sab Patein’, and shifts focus from idealistic resolutions to small, familiar behaviours rooted in humour and indulgence. It features cricketer Yuzvendra Chahal and comedian Anubhav Singh Bassi, along with creators Harshita Gupta and Arun Singh (Jhumroo).
In the campaign’s opening video, Chahal delivers a tongue-in-cheek take on New Year promises, saying, “Bakwaas ideas ka chakkar choro, chatpate resolutions banao, 2026 ko patao”, poking fun at resolutions that rarely last beyond the first few weeks of January.
Bassi’s segment leans into observational comedy, calling out the everyday commitments people make and quietly abandon, while the creator-led videos add light-hearted perspectives drawn from familiar social situations. Together, the content positions resolutions as modest intentions rather than aspirational goals.
Commenting on the campaign, Ankit Agarwal, Marketing Director, Kurkure, PepsiCo India, said, “Kurkure has always stood for celebrating real, everyday moments with a chatpata point of view. New Year resolutions are often built on ideals that don’t last beyond a few weeks, so with this campaign, Kurkure wanted to champion resolutions that are chatpate and fun to achieve. Staying true to our ‘Chatpate Se Sab Patein’ philosophy, the idea was to make the New Year feel lighter, more relatable, and a lot more fun.”
Watch the campaign films: