Akshay Kumar is new face for PepsiCo India's Kurkure, does he fit the bill?

In an age where actors and brands spend every waking hour under the glare of a billion spotlights, endorsements are a fraught issue. Ask PepsiCo India and Akshay Kumar, who have recently come together for Brand Kurkure, the corn puff snack that has traditionally spun its advertising narrative around fun and quirky tastes and targets young consumers across the country. Both have run into a cloud of criticism and some loud carping over their choices.  Where is the brand fit between a health food and fitness fanatic and a snack brand and; how does a 52-year-old actor appeal to the youn.....

Business Standard is now on Telegram.
For insightful reports and views on business, markets, politics and other issues, subscribe to our official Telegram channel
Key stories on business-standard.com are available to premium subscribers only.

Already a premium subscriber?

Subscribe to get an across device (Website, Mobile Web, Iphone, Ipad, and Android Phone applications) access to Premium content, Breaking News alerts, Industry Newsletters, Stock and Corporate news alerts, access to Archives and a lot more.