After the product was established in the market, the phase II plans took off. There was a need to make Kurkure a central part of the tea-time. The company by then had clearly delineated between Lays and Kurkure brands. "we decidad early on that it had to be part of the tea-time. It was this irrepressible, loud, desi brand that was affordable. Lays appealed to the youth, was Western in its taste cues and an impulsive out-of-home snack,"says Warrier. As part of this, in 2005, the company roped in actor juhi Chawla as a celebrity brand ambassador. The brand also kept pace with the flavour of the season - teleserials. The tagline 'Kahani Mein Kurkure' was launched where chawla spoofeed the character of Tulsi in the Kyunki Saas Bhi Kabhi Bahu Thi soap and the brand humorously wedged itself into the mainstream.