As the New Year brought with it a familiar wave of ambitious resolutions, Kurkure® chose to add a chatpata take to promises that feel more real, relatable, and achievable. By tapping into real behaviours and cultural observations with humour, the brand has positioned chatpata as an attitude that continues to evolve across generations.
The brand rolled out a digital-first campaign led by cricketer Yuzvendra Chahal, who shared a light-hearted take on his New Year resolution for 2026. Rooted in humour and everyday indulgences, the video reflected on the short shelf life of most New Year promises, as Chahal said “Bakwaas ideas ka chakkar choro, chatpate resolutions banao, 2026 ko patao”, keeping the tone playful and aligned with Kurkure®.
View this post on Instagram
Building on this, Kurkure® collaborated with Anubhav Singh Bassi, whose observational humour focused on small, everyday promises people often make and quietly move on from. Creators Harshita Gupta and Arun Singh (Jhumroo) also joined the campaign, sharing their own light-hearted takes on New Year resolutions that felt familiar and grounded in everyday behaviour.
View this post on Instagram
View this post on Instagram
Together, the campaign presented resolutions as small, honest intentions rather than lofty goals. Through creator-led storytelling and cultural references, Kurkure® focused on making everyday moments and New Year conversations more relatable.
View this post on Instagram
Sharing his thoughts, 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.”
