Too Yumm! has onboarded Ananya Panday as a face following its entry into the instant noodles category last year.
Its K-Bomb range has expanded with three new flavours- Kimchi, Korean Chicken and Sichuan Pepper Corn. It has also launched an OTG (On-The-Go) cup noodles pack for the on-the-move audience.
The association kicks off with the content series ‘Slurp n Spill’, a rapid-fire style podcast where Ananya brings her signature sass, spontaneity, and snack obsession to the forefront, the brand said in a statement.
The campaign positions K-Bomb as the go-to snack for India’s youth – fiery, flavourful, and unapologetically bold. It aims to cut through ad fatigue with snackable, high-entertainment value content that resonates with Gen Z’s appetite for experiences over advertisements.
“Ananya’s vibrant personality and strong youth connect perfectly with Too Yumm! K-Bomb’s identity as a fun & tasty noodles brand. Her influence and relatability make her an ideal fit to drive brand appeal to modern, mindful consumers” said Yogesh Tewari, Chief Marketing Officer, Too Yumm!
The campaign rollout also included QR code activations across key metros – Mumbai, Delhi, Bangalore, and Kolkata, along with OOH installations with Manga inspired designs.
“Consumers today are increasingly averse to traditional advertising. To truly connect with them, brands need to offer something of value- whether it’s humor, entertainment, or insight. A celebrity podcast delivers on all fronts, seamlessly blending storytelling and star power. Our goal isn’t just for consumers to see our ad, it’s for them to enjoy the experience,” Tewari added.
