Kurkure initially was Saas Bahu brand when it came to JWT. It had a huge promise. It was Pepsi’s only wholly indigenous creation. Kurkure became Pepsi’s most talked about success story and the work most loved. From ‘Kahani mein Kurkure’ to ‘Kya Family hai’ to ‘Tedha hai par mera hai’, each campaign slogan over the years became a catch phrase and slipped into everyday life and conversation. And a brand was born. With a unique personality, a signature tone of voice and an unforgettable sense of humor.

Here’s a glimpse of how the brand grew over the years.