PepsiCo ropes in five new brand ambassadors for Kurkure

The company has also signed Parineeti Chopra, Kunal Kapoor, Ramyakrishnan and Shivansh to feature in a series of advertising campaign for the brand.

PepsiCo is attempting to highlight "unconventional yet  relatable modern Indian family to take forward Kurkure'sjourney in the Indian snack market".

"In addition to helping us target new platforms and consumer groups, this family will also act as a creative unifier as we strengthen our position as the largest salty snack brand in the country," PepsiCo India Marketing Director - Foods, Vidur Vyas told reporters here.

Based on consumer needs, product proposition and personalities of the characters, PepsiCo will use some or all of the stars to endorse products from the large range of offerings from Kurkure, he added.