Munch on this: Kurkure changes its brand strategy to perk up image

The mascot helps drive home the brand's positioning, Khayaal toh chatpata hai, which translates into challenging established norms around family roles, in conversations laced with humour

In the age of actor-ambassadors and digital influencers, PepsiCo is bucking the trend with a mascot for its salty snacks brand Kurkure, one of the eight Rs 1,000-crore-plus brands for the company. It is turning a leaf in its in-house branding book too; after having actors endorse the brand (Juhi Chawla, Taapsee Pannu), it is turning to a mascot called Ms Kurkure. While the company believes that this will help drive tongue-in-cheek conversations online, around the brand, experts see it as a way to break the clutter and sidestep controversy and online trolling.

The mascot helps drive home the brand’s