Kurkure’s Fun Image Shaped by Juhi Chawla and Akshay Kumar

Discover how Kurkure built its playful and energetic image with the help of Juhi Chawla and Akshay Kumar. Their iconic ads brought humour, warmth, and mass appeal to the brand. Learn how their endorsements created a long-lasting emotional connection with consumers.

Kurkure’s identity as India’s “masala-filled, masti-filled” snack was heavily shaped by two celebrities who could naturally carry that energy: Juhi Chawla and Akshay Kumar. At a time when Indian snack advertising was moving from simple product shots to personality-driven humour, these two stars brought Kurkure its now-iconic mix of quirk, chaos, and family-friendly comedy. Their screen personas, Juhi’s playful warmth and Akshay’s effortless comic timing became the foundation of Kurkure’s brand voice for nearly a decade.

Why Juhi Chawla & Akshay Kumar Were the Perfect Choice for Kurkure

1. Juhi Chawla’s Family-Friendly Warmth Matched Kurkure’s Core DNA

Juhi’s image has always been rooted in cheerful, relatable, middle-class charm, the exact audience Kurkure was targeting. Her presence made the brand feel friendly rather than loud, giving credibility to Kurkure’s “tedha hai par mera hai” storytelling. She was the face of Kurkure’s shift into family entertainment, helping position the snack as a must-have for everyday fun, chai-time conversations, and “masti moments” at home.

2. Akshay Kumar Brought Physical Comedy & Mass Appeal

As Kurkure expanded its portfolio (such as Kurkure Solid Masti and Kurkure Chilli Chatka), Akshay stepped in with a more high-energy persona. His ability to deliver slapstick humour, witty one-liners, and exaggerated reactions made him perfect for Kurkure’s more chaotic, masala-heavy positioning. His ads helped Kurkure resonate with young consumers and smaller towns who loved high-octane comedy.

3. Both Stars Reflected Everyday Indian Life

Juhi represented the “relatable household anchor,” while Akshay embodied the “desi entertainer.” Together, they made Kurkure feel like a snack for everyone in the family, the kids, the youth, and the working-class Indian with very real snack cravings.

Iconic Kurkure Campaigns with Juhi Chawla & Akshay Kumar

1. Juhi Chawla’s “Tedha Hai Par Mera Hai” Era

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Juhi’s early 2000s Kurkure commercials are still considered some of India’s most memorable snack campaigns. She introduced Kurkure as the snack that celebrates quirks within Indian families, loud uncles, over-dramatic moms, and gossiping aunties. Her comic expressions, playful exasperation, and relatable family setups made Kurkure feel like part of Indian living rooms, not just supermarket shelves.

2. Juhi’s “Kurkure Family Express” & Character-Based Ads

Kurkure’s family-themed ads, featuring fictional characters like the overconfident daughter, oddball cousins, and melodramatic dads, worked because Juhi’s presence held the chaos together. She acted as the “normal” person in a dysfunctional yet lovable family, creating a cultural template Kurkure used for years.

3. Akshay Kumar for Kurkure Solid Masti – Turning Quirk Into High-Energy Comedy

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When Kurkure needed a more energetic, youth-forward identity, Akshay took over with Solid Masti campaigns. These ads often featured him reacting dramatically to the intense spice or persuading audiences that Kurkure is the perfect snack for bold personalities. His expressive acting and physical humour made the spicy variants feel larger-than-life, helping the brand win the youth market.

4. Akshay’s Character Sketches & Slapstick Moments

In several digital and TV films, Akshay played hyperbolic versions of everyday people like the overconfident neighbour or the guy who thinks he’s a Bollywood hero, each brought to life with Kurkure’s masala-energy. These sketches helped Kurkure create meme-friendly, repeatable entertainment before “viral advertising” was even a trend.

5. Cultural Impact: Kurkure Became a Household Word

Thanks to Juhi's warmth and Akshay's humour, Kurkure advertising became a cultural reference quoted in schools, used in mimicry acts, and even integrated into stand-up performances. Their combined contribution made Kurkure a snack associated not just with taste, but with fun.

How Celebrity Collaborations Help Snack Brands

For a mass-market snack like Kurkure, the challenge isn’t product awareness it’s emotional attachment. Juhi and Akshay helped Kurkure move beyond “crunchy, spicy snack” to a brand identity built on family fun, desi humour, and quirky everyday moments. Their personas allowed Kurkure to speak the language of its consumers without feeling forced or over-polished.

Celebrity-driven humour, recognisable faces, and strong character portrayals made the ads instantly memorable. More importantly, the tone they created still influences Kurkure campaigns today even with newer celebrity faces.

Get a Famous Celebrity to Promote Your Snack Brand!

Just as Juhi Chawla and Akshay Kumar helped Kurkure build an iconic comic identity, your snack brand can achieve a similar cultural presence with the right celebrity partnership. Whether you want a warm, family-centric image or energetic youth appeal, platforms like Tring make it simple to connect with top celebrities, comedians, actors, and creators who align perfectly with your brand’s voice and target audience.