By Jilawatan

“Desi Beats naam hai product ka, so launch film should have ‘tadka’”. That was the briefing that the creative brains at JWT India got from their client Pepsico India a few months ago. And little did they know that they will soon be adding Kareena Kapoor to their brand ambassadorial team to promote Kurkure Desi Beats.

Sonia Bhatnagar, vice-president and senior creative director, JWT India, says, “As Indians we love to adopt western trends and ideas but with a twist of our own. So we made dance bhangra to a western beat, we invent the ‘henna tattoo’, etc. Basically ‘firang ishtyle mein desi tadka’ and that’s exactly what desi beats is – a nacho style chip with a ‘chatpata desi masala’ flavour.”