Kurkure®, a beloved household snack for over 25 years, and Ching’s Secret, one of India’s most popular Desi Chinese brands, are bringing fans an exciting fusion experience with the new Kurkure® Ching’s Schezwan Chutney flavour. The exciting new variant takes inspiration from the iconic Ching’s Schezwan Chutney flavour, bringing Kurkure’s signature chapata crunch to life with a bold, flavorful twist.
The collaboration comes to life in a quirky and action-packed television commercial starring Kurkure’s brand ambassador Sara Ali Khan alongside Ranveer Singh, the face of Ching’s Secret. Together, they take fans on a spicy, masaaledar journey. Directed with a cinematic flair, the film unfolds a playful rivalry between two fictional towns, “Kurkure-Garh” and “Schezwanpur”. The dramatic standoff culminates in an unexpected twist as the two towns unite over their shared love for the new Kurkure® Ching’s Schezwan Chutney flavour.
Aastha Bhasin, Marketing Director – Kurkure®, PepsiCo India, said, “PepsiCo India is delighted to partner with Ching’s Secret for this exciting collaboration. The new TVC, featuring Sara Ali Khan and Ranveer Singh, brilliantly brings to life the fusion of Kurkure’s® crunchy, masaaledaar magic with the fiery and tangy Flavour of Ching’s Schezwan Chutney. Through its cinematic and playful storytelling, the campaign celebrates a truly unique Desi Chinese snacking experience, showcasing how two much-loved brands can come together to create something bold and innovative that resonates with consumers across India.”
Deepika Bhan, President, Packaged Foods, Tata Consumer Products, shared, ““The campaign brings alive the magic of two iconic brands—Ching’s Secret and Kurkure—in a way that’s as bold and entertaining as the product itself. With Ranveer & Sara at the helm, the TVC is a high-energy fusion of drama, humour, perfectly capturing the playful rivalry and ultimate unity over a shared love for flavour. This collaboration isn’t just about launching a new flavour—it’s about creating a snacking experience that excites, engages, and leaves consumers wanting more.”
“The ‘Kurkure Chings Schezwan Chutney flavour’ is an unexpected but exciting collaboration of two iconic brands. So, it needed an execution that would be equally epic. We took on a Bollywood trope of warring villages and weaved a story with over-the-top drama built into it. Needless to say, we had a blast shooting this one.” Vikram Pandey, Chief Creative Officer, Leo – South Asia
Kurkure® brand ambassador Sara Ali Khan expressed “Being part of this collaboration with Kurkure and Ching’s has been an absolute delight! The new Schezwan Chutney flavour brings together bold zestiness and a signature crunch—just like the playful energy of our TVC. Kurkure Ching’s is all about unexpected fun, and this campaign captures that spirit perfectly. Shooting with Ranveer was an amazing experience, and I can’t wait for everyone to enjoy this exciting new flavour!”
The commercial will be aired across television and digital platforms, featuring Sara Ali Khan as the face of Kurkure and Ranveer Singh representing Ching’s, to amplify reach and engage a wide audience.
Ahead of the launch, renowned filmmaker Rohit Shetty teased fans with a cryptic video featuring Sara Ali Khan and Ranveer Singh. Labeled the “Biggest Love Story of 2025,” the teaser created a buzz on social media and sparked widespread speculation. This buildup seamlessly set the stage for the action-packed TVC that brings the playful and masaaledaar campaign to life.
The product is available across all major markets and channels in INR 5, INR 10, and INR 20 packs, making it accessible for snack lovers everywhere. Consumers can easily get their hands on this exciting new offering both online and in-store, ensuring a flavour-packed experience.
