16 hours ago
- Entertainment
- Time of India
Too Yumm signs Ananya Panday as the face of K-Bomb
Too Yumm
! K-Bomb has joined hands with actor
Ananya Panday
to further elevate its appeal.
'Panday's vibrant personality and strong youth connect perfectly with Too
Yumm
! K-Bomb's identity as a fun and 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!
Simultaneously, its popular K-Bomb range along with the already hit flavours like Hot n Spicy and
Tom Yum
has expanded with three exciting new flavours Kimchi, Korean Chicken and Sichuan Pepper Corn.
It has also launched an innovative OTG (On-The-Go) cup noodles pack, making the brand even more accessible and convenient for a wider, on-the-move audience.
The association kicks off with the high-energy content series 'Slurp n Spill', a rapid-fire style podcast where Panday brings her signature sass, spontaneity, and snack obsession to the forefront.
The campaign positions K-Bomb as the go-to snack for India's youth – fiery, flavourful and unapologetically bold.
The campaign is designed to cut through ad fatigue with snackable, high-entertainment value content that resonates with Gen Z's appetite for experiences over advertisements.
The campaign rollout also included high-impact QR code activations across key metros - Mumbai, Delhi, Bangalore and Kolkata - that drive on-ground intrigue and direct consumers to engaging digital content.
Eye-catching OOH installations with first of a kind Manga inspired designs added to the momentum, '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,' said Tewari.
The campaign is amplified through a digital-first strategy, supported by culture platforms, Bollywood paparazzi pages, and meme communities, as well as Panday's active fan communities.
This campaign also marks' Too Yumm!'s strategy to stir up the noodles category, driven by evolving consumer needs. 'Too Yumm! has earned its place as a trusted snack brand,' said Tewari, 'K-Bomb is our answer to the growing demand for meals that are indulgent, flavorful, and satisfying. It's a ramen bomb that doesn't just fill you up, but fires up your taste buds.'
With Panday on board, the brand isn't pivoting but doubling down on its Gen Z-first identity.
Watch the video here:
