As 2026 kicked off, Kurkure decided to take New Year resolutions off the usual high-pressure pedestal and give them a deliciously chatpata twist. Instead of urging people to set lofty goals, the beloved snack brand celebrated real, fun, and relatable intentions that reflect everyday Indian life.
Rooted in its long-standing philosophy of ‘Chatpate Se Sab Patein’, the campaign leans into a cultural truth most Indians relate to: New Year resolutions rarely survive beyond a few weeks. Instead of chasing perfection, Kurkure champions resolutions that are real, achievable and fun, the kind that fit seamlessly into everyday life.
Star Power With a Playful Twist
Instead of long lists of unreachable goals, Kurkure invited familiar faces to bring the chatpata spirit to life:
- Yuzvendra Chahal kicked things off with a light-hearted video where he dares viewers to ditch boring ideas and go for resolutions that feel real. His punchy line “Bakwaas ideas ka chakkar choro, chatpate resolutions banao” instantly hit home with people who have all made and broken resolutions.
- Anubhav Singh Bassi, known for his witty observational humour, added his own flavour by pointing out all the small promises we make to ourselves and usually forget.
- Popular creators Harshita Gupta and Arun Singh (Jhumroo) also joined in, sharing their own funny, relatable takes on what a chatpata resolution looks like.
Rather than pushing unrealistic expectations, the campaign encourages people to rethink New Year resolutions as small, enjoy-able intentions, the kind you can actually stick to. It’s a refreshing break from the usual pressure-filled messaging and feels much closer to real life.
The campaign found strong traction online. Social media users responded with humour and excitement, comments like “Chatpata wrap of the year!” and “Kadak!” showed just how much the campaign resonated with people across platforms.
Sharing thoughts 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.”
