AN AD MADE A YEAR AGO? KURKURE CELEBRATES INDIA’S WIN WITH A JOWAR-DAAR TWIST

New Delhi : As India woke up wrapped in celebration after its historic win, there was something else waiting on the front page of one of the country’s most popular English newspapers. A striking front-page tribute that read:

This Ad Was Made A Year Ago.

India Ne Kurkure Ko Sirf Khaaya Nahi, Full Dil Se Apnaaya.

Aur Issi Feeling Ko Dekh Kar

Humein Ek Jowar-Daar Idea Aaya.

Jeet Ki Roar Se Pehle. Final Score Se Pehle.

Knockout Ke Zor Se Pehle. Group Stage Ke Shor Se Pehle.

India Ke Apne Brand Ne

Indian Jersey Ki Shaan Mein

Kurkure Jowar Puffs Ka Pack

Rang Diya Blue-Orange Ki Pehchaan Mein.

A Year Before Men In Blue Were Winning,

We Were Already Twinning!

Jahan Sabko Jeet Ka Intezaar Tha,

Humara Josh Pehle Se Taiyaar Tha.

Jab India Ne Cup Lift Kiya.

Humne Unhe Dil Se “Thank-You” Kiya.

Ab Aap Hi Bataoo..

Isse Achha Kya Hoga?

Timed with the nation’s moment of pride, the tribute reflected Kurkure’s deep-rooted Indian identity and long-standing presence in households across the country.

Born and built in India, Kurkure has been part of Indian homes for over 25 years, growing alongside the country’s tastes, moods and milestones. From everyday snacking to moments of collective celebration, the brand has remained closely woven into India’s cultural fabric.

In a fitting alignment with the occasion, Kurkure’s latest innovation, Jowar Puffs, beams proudly in blue and orange – subtly echoing the colour that came to symbolise the nation’s winning spirit. The visual resonance underscored the sense of togetherness that defined the celebrations. Kurkure Jowar Puffs is a baked, millet-based snack made with jowar (sorghum), combining traditional Indian grains with Kurkure’s signature bold taste. Launched to mark Kurkure’s 25th anniversary, the product offers a modern snacking option while tapping into India’s growing demand for millet-based foods.

Sharing his thoughts, Ankit Agarwal, Marketing Director – Kurkure and Doritos, PepsiCo India said: “For over 25 years, Kurkure has been proudly made in India and deeply woven into the country’s cultural fabric, celebrating the everyday moments and milestones that bring Indians together. As the nation came together to celebrate this historic victory, we wanted to mark the moment with a tribute that reflects both our pride in the Men in Blue and Kurkure’s own journey alongside India. It also felt like a natural fit with Kurkure Jowar Puffs – our recent innovation inspired by jowar, a grain rooted in India’s culinary heritage – making this creative a playful yet meaningful way for us to celebrate the win.”

Through this creative, Kurkure celebrated not just the victory, but the journey, the anticipation and the pride that united the country.

Because sometimes, the best moments are the ones you strongly believe in, long before they arrive.

And as the creative itself asks — Isse achha kya hoga?