Kurkure, one of India’s most popular snack brands, has launched a quirky social media challenge called #CringeIsCute, in which netizens are encouraged to proudly post their not-so-perfect ‘cringe’ picture in the picture-perfect world of social media. The challenge is inspired by the soft texture of Kurkure’s newly launched sub-brand, Kurkure Playz, and is part of the brand’s latest #HalkeMeinLo campaign, which encourages youth to take a lighter approach to life.
Started by Bollywood actors Arjun Kapoor and Mrunal Thakur, the celebrities entertained their fans with amusing reels that revealed their #CringeIsCute pictures. Arjun and Mrunal ask their Instagram followers if they feel pressured to look ‘wow’ before transitioning to their ‘cringe’ picture. Their reels have received a lot of love from fans and followers, who have left heart emojis and encouraging comments like, “Wow! “You’re such an inspiration to us!” and “You look adorable in both!”
Using the hashtags #HalkeMeinLo and #CringeIsCute, the celebrities extended the challenge to everyone and even encouraged popular TV actresses Niti Taylor and Anushka Sen, as well as content creators Zaid Darbar and Faisal Sheikh, to join in and inspire their friends and followers.
