Across South India, some snacks are more than an occasional craving; they are flavours people have grown up with. Ribbon Pakoda is one such familiar favourite, recognised by its distinctive shape, satisfying crunch and the spices worked into its dough. From a jar in the kitchen to an evening snack shared with family, it carries a familiarity that generations of consumers across the South instantly recognise.
Yet, as lifestyles change, consumers may not always have easy access to the same traditional snacks and familiar tastes they grew up enjoying. Recognising this, Kurkure®, iconic homegrown brand from PepsiCo India, has introduced Kurkure® Ribbon Pakoda, its latest regional innovation inspired by the much-loved South Indian snack and reimagined with Kurkure®’s signature flavour.
The choice of Ribbon Pakoda came from a simple consumer truth- when it comes to snacking, familiarity matters just as much as excitement. Kurkure® Ribbon Pakoda brings these worlds together, made with rice flour along with three dals (urad, chana and moong), with the notes of sesame seeds and black pepper worked into the dough. Turning up the chatpata quotient is a fiery kick of Guntur chilli. Made in rice bran oil, with no palm oil and no artificial colours or flavours, every crunchy ribbon brings together the soul of a well-known South Indian favourite with the unmistakable masti of Kurkure®.
Commenting on the launch, Ankit Agarwal, Marketing Director, Kurkure®, PepsiCo India, said, “Consumers across South India take immense pride in their food traditions, and Ribbon Pakoda is one such snack that evokes familiarity, nostalgia and joy. As a proudly homegrown brand, Kurkure®️ is constantly looking for ways to celebrate India’s diverse food culture. With Kurkure Ribbon Pakoda, we are drawing inspiration from an iconic South Indian favourite and reimagining it through the distinctive Kurkure experience. This launch reflects our commitment to creating products inspired by regional tastes and bringing consumers flavours that feel both exciting and authentically local.”
The same insight sits at the heart of the launch campaign. Traditional snacks often carry memories of home and of recipes made by mothers and grandmothers. But in the rush of modern life, recreating those familiar tastes isn’t always easy. Kurkure® takes this nostalgia and gives it its characteristic irreverent spin with a simple thought: what if a bite of Ribbon Pakoda tasted so familiar, it felt like grandma herself had made it?
Brought alive in a dramatic South cinema-style cop setting, the film turns the product reveal into an entertaining celebration of that familiar taste and crunch. The campaign will run in Kannada across television and digital, and in Tamil and Telugu across digital, bringing the story to consumers in their own languages.
The launch builds on Kurkure®‘s long-term endeavour to create regional snacking experiences inspired by India’s varying tastes and cultures. Kurkure Ribbon Pakoda will be available across Karnataka, Andhra Pradesh and Tamil Nadu on neighbourhood kirana stores in a 28g pack priced at INR 10 and a 56g pack priced at INR 20.
