MUMBAI: What do you get when you mix Korean noodles, rapid-fire banter, and Ananya Panday? A slurpy, spicy, sass-loaded campaign that’s anything but instant. After making a fiery splash in India’s instant noodles scene last year, Too Yumm! K-Bomb is back for a second serving with bold flavours, bolder content, and a brand ambassador who brings both heat and humour. Actor Ananya Panday has joined hands with the snack brand in a bid to stir the pot further and cement K-Bomb’s street cred among Gen Z.
Known for its punchy Korean-style variants like Hot n Spicy and Tom Yum, K-Bomb now gets a triple upgrade with Kimchi, Korean Chicken, and Sichuan Pepper Corn, a flavour bomb that aims to tantalise a taste-obsessed, trend-tracking youth market. There’s also an OTG (On-The-Go) cup noodles pack for those who want their K-spice with convenience.
The centrepiece of the campaign is ‘Slurp n Spill’, a rapid-fire podcast hosted by Panday, where noodles are slurped, secrets are spilled, and snack culture takes centre stage. The series combines cheeky questions, celebrity chatter, and slurpy sound effects, making it less brand plug and more bingeable content. As Yogesh Tewari, CMO at Too Yumm!, puts it, “It’s not just about being seen, it’s about being enjoyed.”
To match the energy of its new host, the rollout went full throttle. Think QR code activations across metros like Mumbai, Delhi, Bangalore, and Kolkata, leading fans to snackable digital content. Add in Manga-inspired OOH installations and meme-led amplification across social and fan communities, and the campaign feels more like a K-pop comeback than a noodle ad.
But the real flavour lies in strategy. With Indian consumers growing weary of conventional ads, Too Yumm! is betting big on what it calls entertainment-as-experience. The podcast format, backed by a strong digital-first push and cultural fluency, taps into Gen Z’s craving for authenticity with noodles in hand.
As Tewari sums up, “K-Bomb isn’t just about filling you up, it’s about firing up your taste buds.” With Ananya Panday in the driver’s seat, it looks like Too Yumm! isn’t just riding the K-wave, it’s steering it.
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