Kurkure partners with ZEEL for in-show integration of new brand positioning #KhayaalTohChatpataHai

Angoori, Guddan and six other leading protagonists of popular shows surprise viewers with their ‘Chatpateykhayaal’.

Kurkure, a snack brand marketed by PepsiCo, will be seen as part of shows aired on ZEE Entertainment Enterprises (ZEEL's) general entertainment channels (GECs) - including ZEE TV, &TV, Sarthak, and Big Ganga. The protagonists of eight shows will bring Kurkure's new positioning - 'KhayaalToh Chatpata Hai' - to life, celebrating progressive thinking that women bring into their traditional Indian households.

Leading protagonists, namely Guddan of 'Guddan - Tumse Na HoPaayega', Angoori of 'BhabhiJiGharPeHai' and Rajesh of 'Happu Ki Ultan-Paltan' among others, will surprise viewers with their 'chatpateykhayaal'.

Talking about the initiative, Dilen Gandhi, senior director, marketing - Foods category, PepsiCo India, says, "With the unique integration with ZEE TV plays, we hope to continue encouraging our consumers to take unconventional routes to help their families embrace progressive thinking, while on the back of being anchored to rich Indian values. Aided by a mood uplift through Kurkure's crunch and chatpata taste, each of the protagonists will be seen delivering a thought-provoking and entertaining storyline and we hope that Indian homemakers enjoy this chatpata twist."

The integration went live on May 13 on 'Guddan - Tumse Na HoPayega', wherein Guddan was seen devising a plan to give her daughters-in-law a break from their routine with a cooking challenge for their husbands, a chore they would be seen trying their hand at for the first time on the show. These would lead to some challenging, yet funny scenarios at home as the men take control of the kitchen and the women take some time off to relax. Similarly, in the episodes of 'BhabhiJiGharPeHai', Angoori was seen enrolling in a Sunday school after a sequence of comical instances where she tried to convince Vibhutiand her husband.

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"Through this collaboration, we are happy to amplify 'Khayalto chatpatahai' message across channels via our network of influencers and ensure that it reaches the largest denominator in the form of engaging television content," says Ashish Sehgal, chief growth officer, Zee Network.

Prathyusha Agarwal, CMO - ZEEL, adds, "Our collaboration with Kurkure is a mark of our continued commitment to inspire our viewers every day to be their extraordinary selves. The protagonists, through evocative scripts, will bring alive the synthesis of our brand philosophy with Kurkure's new campaign 'KhayaalToh Chatpata Hai'. The collaboration will have our viewers look through the lens of celebrating Indian homemakers in a new light - a message relevant for viewers across gender, age and community."

Last month, Kurkure launched its mascot - Ms Kurkure - who will be part of a series of advertising and marketing campaigns driving relatability and building emotional connect with the masses through her various quirky family stories