ITV

Tag: Too Yumm!

  • Too Yumm! chips away at hangovers with world’s first party snack twist

    Too Yumm! chips away at hangovers with world’s first party snack twist

    MUMBAI: Hangovers just got out-snacked. Too Yumm!, India’s self-styled “disruptive snacking brand”, has unveiled what it calls the world’s first anti-hangover chips, a bold innovation that promises to let partygoers munch, dance, and wake up fresh.

    Branded party harder chips, the snack takes inspiration from Livitup, Vaidya’s trusted anti-hangover supplement. Packed into every crunchy masala bite are natural ingredients clinically known for recovery support turmeric, ginger, black pepper, and green tea antioxidants. The idea: you snack through the night while your body gets a head start on tomorrow.

    The launch was led by hindi movie livewire Varun Dhawan, who unveiled the chips in typically high-energy style. A campaign film sees him deliver cheeky twists on blockbuster dialogues while declaring the snack the “game-changer every party needs.”

    “Too Yumm! has always been at the forefront of snacking disruption,” said Too Yumm! CMO Yogesh Tewari  “With Party Harder Chips, we’re bringing a world-first product designed especially for celebrations. Partnering with Livitup meant we could create a snack that doesn’t just taste bold but also genuinely supports a better next day.”

    Currently available on Blinkit and Swiggy Instamart, the party harder chips are being positioned as the ultimate late-night companion whether at weddings, festivals, or house parties.

    For a brand that has built its identity on cheeky innovations, this one takes the cake or rather, the chip. With Varun Dhawan fronting the campaign and India’s youth as the target, Too Yumm! is betting big that the next morning after every party will finally taste as good as the night before.

  • Too Yumm! adds new K-Bomb flavours and signs Ananya Panday as brand face

    Too Yumm! adds new K-Bomb flavours and signs Ananya Panday as brand face

    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.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Ananya Panday speaks korean in Too Yumm’s K-Bomb Ramen campaign!

    Ananya Panday speaks korean in Too Yumm’s K-Bomb Ramen campaign!

    Mumbai: Bottomline Media, a global integrated marketing and talent management firm has once again showcased its creative prowess by bringing together Indian actress Ananya Panday and Too Yumm!, the innovative snacking brand from Guiltfree Industries, part of the RP Sanjiv Goenka Group to introduce their best selling product range, K-Bomb Ramen.

    A standout element of the campaign is Ananya speaking in Korean, a first for an Indian actor in a digital campaign. This unique feature not only adds authenticity but also reinforces the product’s essence- highlighting the comparison of the hotness of the food. The seamless blend of K-Bomb Ramen’s bold flavours with Ananya’s lively persona has resulted in a captivating and memorable video, setting a new benchmark for brand narrative.

    Leading the entire campaign, Bottomline Media oversaw every aspect from conceptualization to scriptwriting, production, and execution. The agency’s comprehensive 360-degree approach ensured that the brand’s vision was brought to life with precision and creativity, resulting in a cohesive and innovative campaign that stands out in the market.

    “Thinking out of the box has always been our strength, and creating an engaging campaign for TOO YUMM!’s K-BOMB was an exciting opportunity. Having Ananya speak in Korean allowed us to embrace our creative side while highlighting the explosion of flavours that the product is known for, all while connecting with a broader audience in a fun and dynamic way,” quoted  Bottomline Media Pvt Ltd managing director and founder Tanaaz Bhatia.

    “We’re thrilled to introduce our bestselling Too Yumm! K-Bomb Ramen with Ananya Panday in collaboration with Bottomline Media. Their creative approach ensured we connected authentically with our audience, highlighting the joy of snacking and bringing the experience alive of the hot and spicy ramen. We wanted the campaign to leave an effect of the flavours through visual demonstration”, commented Too Yumm! vice president, marketing Yogesh Tewari

    Bottomline Media continues to redefine industry standards in creative brand collaborations, consistently producing campaigns that not only capture attention but leave a lasting impact. Their expertise in driving innovation from concept to execution reinforces their position as industry leaders in crafting powerful and resonant brand partnerships.

  • JioCinema Premium Bigg Boss OTT makes a grand return for Season 3 with host Anil Kapoor

    JioCinema Premium Bigg Boss OTT makes a grand return for Season 3 with host Anil Kapoor

    Mumbai: Revolutionizing premium entertainment experiences for every Indian household, JioCinema Premium is poised to delight its subscribers with India’s most-awaited digital reality phenomenon Bigg Boss OTT Season 3. Premiering on 21st June, the new season with the new host Anil Kapoor promises breakthrough interactive features, with the 24-hour live channel, delivering an immersive OTT experience. Bigg Boss OTT Season 3 is produced by EndemolShine India (part of the Banijay Group).

    Anchored on the popularity of the show, a diverse set of brands have joined as sponsors for JioCinema Premium’s Bigg Boss OTT. Bigg Boss OTT 3 is co-presented by Too Yumm!, Siggnature Finest Silver Elaichi; co-powered by Oppo and Sofy; with beauty partner Lotus; Sanitaryware Partner Cera; with many more identifying opportunities to integrate.

    With the proposition of making the season ‘Khaas’, Bigg Boss OTT 3 is set to empower its fans with breakthrough interactive features such as audience takeovers, where viewers can influence decisions in the house; quizzes in Hype mode, to drive user interactivity through comments, polls, and predictions; Meme The Moment, allowing users to create memes from the live stream; Jeeto Dhan Dhana Dhan contest that will engage viewers with questions about the show, and offering exciting prizes. In addition to the 24-hour live feed, JioCinema Premium subscribers will also get access to exclusive cuts, round-the-clock content drops, LIVE Shots, BB Quicks, and more. Committed to driving innovations, Bigg Boss OTT 3 will offer unparalleled opportunities for brands and advertisers, setting new benchmarks with audience engagement.

    Speaking about the new season, Viacom18, president – general entertainment, Alok Jain,  , said, “Over the years, Bigg Boss OTT has witnessed exponential growth, solidifying its position as one of India’s most popular reality entertainment shows. With Anil Kapoor as the host of Bigg Boss OTT 3, we aim to deliver unmatched value to our stakeholders – viewers, advertisers, and content creators. This season’s increased interactivity will amplify engagement and excitement, broadening our reach, taking the show to extraordinary new levels and offering viewers an unprecedented front-row experience of over-the-top entertainment.”

    Speaking on bolstering JioCinema Premium’s offering, JioCinema, Business Head, Ferzad Palia, said, “With Bigg Boss OTT 3 we expand our JioCinema Premium offering into the highly consumed Reality genre. In addition to Hollywood, Original Series, Movies, Kids, Anime & TV, our rapidly growing base of members will now witness one of the biggest digital entertainment shows, with a brand-new experience. We’re certain that this season will be a whole new level of entertainment.”

    Banijay Asia & EndemolShine India, founder & group CEO, Deepak Dhar, said, “Bigg Boss has been a flagship show for us, constantly innovating and setting new benchmarks in entertainment year after year. With this season of Bigg Boss OTT, we are taking it a notch higher for our audiences. We are excited to have Anil Kapoor as the host this season and cannot wait to see how his charisma, energy, and connection with audiences brings a fresh dynamism to the show. Viewers can expect an electrifying season this year with an exciting theme, new twists & high-voltage drama.”

    Anil Kapoor expressed his excitement, “If you think you’ve seen it all in Bigg Boss, think again! I’m pulling out all the stops this season to bring you the most epic, the most masaaledar season of Bigg Boss yet! Amidst all the brewing suspense around this new season, all I ask of the fans is that they forget everything they think they know about Bigg Boss OTT, kyunki ‘Ab Sab Badlega’. The audience should expect the unexpected from their two evergreen and ever-surprising game masters, Bigg Boss & Anil Kapoor.”

    Speaking on the association, GUILTFREE Industries Ltd, vice president – Marketing, Yogesh Tewari, said, “At Too Yumm! we have always looked out for partnerships that showcase our versatile product portfolio and Masaledaar offerings. Bigg Boss OTT aligns perfectly with our brand’s dynamic image, allowing us to connect with its ever-growing and enthusiastic audience base, which aligns with our target audience too. Our continued partnership with Bigg Boss OTT reaffirms our shared success, and we’re excited to collaborate again this season. We are confident that the show’s captivating appeal will further boost our brand awareness and recall.”

    A spokesperson from Siggnature Finest Silver Elaichi said, “Reality entertainment has tremendous consumption and engagement, and Bigg Boss OTT is a clear category leader. By partnering with India’s biggest entertainment phenomenon, our objective is to enhance brand visibility, deepen engagement, thus scaling our brand to greater heights.”

    Speaking about the association, OPPO India, Product Marketing Head, Karan Dua, said, “We are delighted to partner with Bigg Boss OTT Season 3 as the “powered-by” sponsor. This partnership is something that we’ve been looking forward to while launching the OPPO F27 ProPlus 5G, as we both as OPPO and Bigg Boss OTT talk to a consumer that’s daring and living life on the edge. We are excited to bring innovative and interactive engagement to millions of Bigg Boss fans, which we believe will not only elevate the viewing experience for fans but also reinforce OPPO’s commitment to delivering excellence in product innovation and entertainment.”

    Unicharm India, Vice President – Marketing, Toshiyuki Nakamura, added, “Bigg Boss OTT is not just a show; it is a cultural phenomenon that captivates audiences with its high intensity action and entertainment. We, at Unicharm & Sofy, are delighted to associate with Bigg Boss OTT Season 3, as it is the perfect fit for reaching out to our Core TG – The GenZ and empower them to be confident and fearless. We look forward to leveraging this partnership to not only strengthen our brand presence but also to foster meaningful connections with the viewers.”

    With unprecedented viewership and engagement, the second season of India’s biggest digital reality phenomenon, Bigg Boss OTT Season 2 shattered records, setting new benchmarks for digital entertainment in India and across the globe. The season garnered an astounding 30 billion+ watch time minutes, drawing in over 100 million viewers. Moreover, the universal appeal of the last season captivated advertisers and brands from across various categories, garnering interactive engagement of over 55 million.

  • Switch to NPO – A tectonic shift in the snacking industry

    Switch to NPO – A tectonic shift in the snacking industry

    Mumbai: Consumers are becoming increasingly conscious of healthier snacking options, as evidenced by the recent conversations and growing awareness about Non-Palm Oil (NPO) products. This is significantly influencing consumer behaviour and shaping new market trends.

    Too Yumm!, the flagship brand of Guiltfree Industries Ltd. owned by the RP-Sanjiv Goenka group, is a brand that has been offering innovative, disruptive, and healthier products since its inception. From introducing Multigrain Chips in unique flavours to being the first brand to bring in the technology of baked snaking products, the brand has been offering consumers better, healthier snacking options.

    Furthermore, their entire range of snacks has been with No Palm Oil since the beginning. This innovation has set new industry benchmarks in the snacking industry, inspiring others to follow suit in introducing No Palm Oil snacks.  marking a notable shift in the cultural shift in the snacking industry.

    To mark its pioneering position, Too Yumm! has launched a new campaign titled ” Switch to NPO (No Palm Oil), reiterating its position as a brand that has been the trendsetter with No Palm Oil in its snacks range. Through this integrated campaign, the brand aims to connect with consumers in driving the conversation on No Palm Oil snacks as healthier snacking options without compromising on taste.

    “At Too Yumm!, we have been at the forefront of driving positive change in the snacking industry from day one,” said Guiltfree Industries Ltd vice president of marketing Yogesh Tewari. “Our commitment to offering palm oil-free snacks, including our popular chips range has been unwavering. With the ‘No Palm Oil’ campaign, we aim to reinforce our position as the ‘OG of No Palm Oil Snacks’ and raise awareness about the importance of mindful snacking choices.”

    The campaign involves a multi-pronged approach, creatively utilizing digital platforms to emphasize the core messaging of No Palm Oil, including influencer marketing, social media campaigns through quirky posts, memes and on-ground activation across the country.

    Too Yumm!’s pioneering stance on avoiding palm oil has garnered widespread acclaim, positioning the brand as the innovator and inspiring industry peers and consumers alike to reevaluate their snack preferences.

  • Temptation Island India on JioCinema: Love, drama, and temptations!

    Temptation Island India on JioCinema: Love, drama, and temptations!

    Mumbai: JioCinema, India’s biggest entertainment destination, is all set to elevate the entertainment quotient for its viewers with the launch of the Indian adaptation of one of the world’s biggest reality formats, Temptation Island. Starting 3 November at 8 pm, the show will have two of the most seasoned personalities of Indian television, the stunning Mouni Roy play The Queen of Hearts and the relationship expert, and the charismatic Karan Kundrra takes charge as the host. In this ultimate Pyaar Ki Pariksha, Mouni will be guiding the contestants in their journey of self-discovery, while Karan will test the strength of the relationships. Social media’s most sensational stars, Elvish Yadav and Abhishek Malhan (Fukra Insaan) will also be seen together in the show, who will help the contestants explore connections in the villa. Temptation Island is an original format owned by the Banijay Group and is produced in India by Banijay Asia.

    Shot at an exotic tropical island, this unique social experiment will see couples tempted to sever old ties and explore new romances as they willfully separate in the Girls Villa and the Boys Villa and immerse themselves in an environment filled with irresistible allure. Surrounded by charming singles, they will grapple with their feelings, confront unfamiliar temptations, and delve into their deepest desires. Through the course of the show, the boys and the girls will explore new bonds through romantic dates, interesting activities, and theme parties that will help them understand each other better. The special bonfire segments as part of the special weekend episodes with Mouni Roy and Karan Kundrra will unfold all the drama and emotions as they will get a glimpse of the evolving dynamics of their respective partners in the villas.

    Presented by Too Yumm, Powered by Paytm, and along with Skore as the Digital Partner, Temptation Island India will span across 42 episodes, with an extended version called Temptation Channel streaming on the platform all day. The show will also introduce an array of interactive features, enhancing the viewer experience like never before, ensuring non-stop entertainment on the platform. Leaked Chats will give viewers a sneak peek into their most intimate conversations including photos, videos, voice notes, and text messages. The platform will feature Ask Love Guru for relationship advice from an expert, Horizontal Hype Trivia for quick facts and info about contestants. With Jeeto Dhan Dhana Dhan viewers will be in for a rewarding experience where they’ll win daily prizes by answering simple questions as they watch the Temptation Channel. Not to miss the very engaging JioCinema Super Squad, giving viewers a chance to make their own team and win big rewards. Temptation Awards will let viewers vote for their favorites, while Hype Chats and Stickers will provide real-time engagement.

    Speaking on the launch of the reality series, a spokesperson at JioCinema said, “At JioCinema, we are deeply invested in our audience while continuing to expand our portfolio with genre defining content that set new benchmarks. Reality is a key part of our overall content strategy and Temptation Island India will truly be a game changer for this category. As we bring the iconic global IP to India, we are sure to redefine the ‘unscripted’ entertainment making it the new reality phenomenon for the nation.”

    Commenting on the launch, Banijay Asia & Endemol Shine India founder & Group CEO Deepak Dhar said, “Temptation Island has left an indelible mark on the global reality TV landscape, with its immense success spanning over 20 countries. We are thrilled to now bring this iconic show to India. Given the show’s unique concept, JioCinema’s wide reach, and an interesting mix of participants, Temptation Island India is all set to redefine the way Indian audiences experience reality television.”

    Speaking on the partnership, a spokesperson at Too Yumm said, “Too Yumm! always seeks to find interesting and disruptive ways to engage with its consumers and form deeper connections with them. As we launch one of the most disruptive tasting snack for our consumers TooYumm! Twisties, we felt it needed an equally disruptive launch medium. What could have been better than one of the most successful reality shows in the world Temptation Island, as it debuts in India through JioCinema. We are sure, together, we will be creating lots of twisti-es and masaledaar experiences for our consumers.”

    Too Yumm presents Temptation Island India, powered by Paytm and digital partner Skore, starts 3 November at 8 pm on JioCinema.

  • JioCinema to launch Indian adaptation of ‘Temptation Island’

    JioCinema to launch Indian adaptation of ‘Temptation Island’

    Mumbai: Post the astounding success of Bigg Boss OTT, JioCinema, India’s leading streaming platform is all set to launch the Indian adaptation of the globally renowned reality series, Temptation Island. The iconic series which is one of the biggest dating reality shows in the world is an exciting addition to JioCinema’s rich repertoire of unscripted content. For the first time ever in India, couples will be seen putting their relationship to test in front of the entire nation in the enchanting setting of a tropical paradise called “Temptation Island.”

    Produced by Banijay Asia and powered by Too Yumm, Temptation Island will provide a unique opportunity for viewers to witness the ultimate relationship test. The couples will be tempted to sever old ties and explore new romances as they wilfully separate and immerse themselves in an environment filled with irresistible allure. Surrounded by charming singles, they will grapple with their feelings, confront unfamiliar temptations, and delve into their deepest desires. With its focus on relationships and human emotions, the reality series is expected to strike a chord with Indian viewers, offering them a unique and compelling viewing experience.

    Temptation Island India will soon premiere on JioCinema. Stay tuned for more details!

  • Classic meets modern: Crafting customer connections with timeless marketing and modern media”: Too Yumm’s Yogesh Tewari

    Classic meets modern: Crafting customer connections with timeless marketing and modern media”: Too Yumm’s Yogesh Tewari

    Mumbai: New Age snacking brand Too Yumm! from Guiltfree Industries, a part of the FMCG division of the RP-Sanjiv Goenka Group bids to rekindle the spirit of innovation and taste in the snacking category with this tantalizing and exhilarating new flavour – Too Yumm! BHOOT Chips. Infused with the searing heat of India’s spiciest Chilli, Bhut Jholokia, Too Yumm! attempts an exceptional collaboration that marks an industry-first; teams up with India’s pioneer hot sauce brand, Naagin, to deliver an unparalleled snacking experience that tantalises the taste buds and ignites the senses.

    Too Yumm! and Naagin, both catering to the preferences of today’s vibrant and dynamic youth, have united to create an exceptional product that not only boasts intense heat but is also astonishingly delectable, making it impossible to resist. Not content with revolutionising just the product, Too Yumm! has infused innovation into every aspect of BHOOT Chips. From its distinctive flavor and eye-catching packaging to its evocative name and holistic digital-first approach, the brand has orchestrated an immersive snacking experience.

    Guiltfree Industries flagship brand; Too Yumm has carved out a niche for itself in a cluttered market through very disruptive product format and flavour innovations. The Group has 50,000 employees worldwide and over 500,000 shareholders. Over the years, Too Yumm has pioneered many innovations like Multigrain Thins, Wasabi Foxnuts, Dahi Papdi Chaat Chips, Noodle Masala Karare etc. Too Yumm Brands like Karare, Multigrain Chips, Rings and Veggie Sticks, etc are household names now. The year 2021, marked Too Yumm’s entry into the mass segment of Potato chips & the company has seen immense success with this launch over the last two years- with Too Yumm Chips crossing the 100 Cr mark within just 15 months of Launch. The snacking category in India is large with an estimated size of 30,000 Cr annually and Too Yumm is one of the fastest growing brands in this space clocking high double-digit growths and expanding its market footprint every year. With a reach of more than 3 Lakh outlets across India, Too Yumm caters to a diverse audience with its offerings across the length and breadth of the nation.

    Indiantelevision.com in an email interaction with vice-president of marketing, RP Sanjiv Goenka Group of  FMCG division, Yogesh Tewari, spoke on the launch of the Bhoot Chips, in branding association with Bigg Boss and much more…..

    On launchingToo Yumm ! Bhoot Chips. What instigated you to associate with Naagin sauce? What kind of specific nuances were kept in mind during the creation of BHOOT chips?

    Too Yumm! always aims to cater to the preferences of today’s robust and dynamic youth. This time, we collaborated with Naagin to  create BHOOT Chips, an exceptional product that not only boasts intense heat but is also astonishingly delectable, with the inclusion of India’s spiciest chilli – Bhut Jholakia, making it impossible to resist. Too Yumm! and Naagin have tried to ingrain innovation in every part of  this chip from its distinctive flavor and eye-catching packaging to its unique name. With the holistic digital approach, we aim to give its consumers an immersive snacking experience.

    On Bigg Boss being the tentpole property for colors, today in – Branding is more nuanced, How have you gone about integrating the brand in the BIgg Boss house? Why was this particular show chosen to launch the product?

    The platform’s association with Too Yumm! as a “co-powered by” sponsor aimed to leverage the show’s popularity to reach out a wider audience and introduce them to the delicious and fiery taste of BHOOT chips. Our partnership with Bigg Boss was the perfect fit for Too Yumm! Since the show is known for its suspenseful content and received a great response, we ensured to leverage this season with a bit of spice and jhatka. As the show got extended, it fell into the right window to launch a product. We also clouted on the properties inside the house, such as a dedicated Too Yumm! Bhoot chips corner. Through this interesting task  with Bigg Boss contestants, it was a first-of-its-kind product activity in India through an OTT property at the finale episode. Given the show’s context of contestants residing within a house, the association with an FMCG brand like Too Yumm! was organically aligned with the essential need for food

    With the expansive reach of JioCinema, it effectively amplified our presence among the dedicated followers of these influencers. We utilised the content generated by them across our social media channels, thereby extending our reach.            

    On the media mix for this campaign? Today digital is the go-to for most brands so what would be your spends on digital?

    To engage with our customers, we have used a combination of classic marketing and modern media tactics. Given our TG’s primary source of media consumption is shifting heavily towards digital, 70% of the marketing budget was allocated to digital platforms, including OTT platform (JioCinema) and social media. The remainder was divided between out-of-home (OOH) advertising and on-ground activations. Core theme of the campaign is landing on our brand proposition of ‘Jhatka Yaad Rahega’ which essentially brings out the tasty and spiciness of Bhoot Chips.

    On the retail expansion plan are you looking at (through online, offline, marketplaces, EBOs, franchise outlets, in-store etc.)? Your vision and way forward for Too Yumm!

    Launch has kick-started with traditional trade and will be followed by Modern trade and E-com. Naagin will also list this onto their own platform.Too Yumm! will continue to bring innovative and disruptive offerings to delight our consumers. Watch out for many more stuff in coming months.

  • Too Yumm! Introduces BHOOT Chips in a fiery collaboration with Naagin

    Too Yumm! Introduces BHOOT Chips in a fiery collaboration with Naagin

    Mumbai: New Age snacking brand Too Yumm! from Guiltfree Industries, a part of the FMCG division of the RP-Sanjiv Goenka Group bids to rekindle the spirit of innovation and taste in the snacking category with this tantalizing and exhilarating new flavour – Too Yumm! BHOOT Chips. Infused with the searing heat of India’s spiciest Chilli, Bhut Jholokia, Too Yumm! attempts an exceptional collaboration that marks an industry-first; teams up with India’s pioneer hot sauce brand, Naagin, to deliver an unparalleled snacking experience that tantalises the taste buds and ignites the senses.

    Too Yumm! and Naagin, both catering to the preferences of today’s vibrant and dynamic youth, have united to create an exceptional product that not only boasts intense heat but is also astonishingly delectable, making it impossible to resist. Not content with revolutionising just the product, Too Yumm! has infused innovation into every aspect of BHOOT Chips. From its distinctive flavor and eye-catching packaging to its evocative name and holistic digital-first approach, the brand has orchestrated an immersive snacking experience. 

    Brand ambassador Varun Dhawan, also shared his experience with their followers – “Fiery on the outside and equally spicy on the inside. BHOOT Chips ka jhatka sach me yaad raha.” 

    KL Rahul, an Indian cricketer, has also joined Dhawan as the brand ambassador for Too Yumm! Chips. He has also expressed his delight for the product through a reaction video, “Too Yumm! Has struck gold again with Bhut Jholokia Chillies – a truly exceptional creation, BHOOT Chips indeed!”

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by KL Rahul (@klrahul)

    https://www.instagram.com/p/Cv7dAxwrnYB/

    Embracing a comprehensive digital-first strategy, Too Yumm! has harnessed a myriad of digital platforms to connect with its audience on their preferred channels – including influencer collaborations, engaging AR filters, vibrant Twitter conversations, and more. 

    Commenting on the launch, Guiltfree Industries Ltd. vice president – marketing Yogesh Tewari said, “Too Yumm! Being a new age brand always aims to cater to the needs of today’s dynamic youth, and it is this passion to disrupt the category that has birthed this innovative flavour. The team has worked out such a wonder with BHOOT Chips that once tasted, you cannot resist them. The taste and spice blend of these BHOOT Chips is just perfect.”

    Naagin co-founder Mikhel Rajani also commented on the launch, “Innovation and originality is at the heart of all our products at Naagin. When we got the opportunity to work with Too Yumm!, an Indian brand that shares the same values as us, a successful collaboration was inevitable. Adding our twist to their amazing product has led us to the oh-so-wonderful BHOOT CHIPS!”

  • Too Yumm! launches #KarareBeatsChallenge with Virat Kohli

    Too Yumm! launches #KarareBeatsChallenge with Virat Kohli

    Mumbai: Too Yumm!, one of India’s leading food brands which offer the tastiest and healthier snacking options has put in place a new campaign, #KarareBeatsChallenge, with Virat Kohli. The campaign has been conceptualised by Kinnect.

    The brand wanted to create engagement by leveraging songs from the Saregama library, owned by RPSG Group.  To leverage Saregama’s extensive library and create engagement for the brand, Too Yumm! kick-started a dance challenge featuring the hitmaker himself, Virat Kohli!

    With the special Karare Beats Filter, the audience was given a choice between four peppy songs. They were asked to choose one song and create a video of themselves changing a mundane situation by simply biting into the masaledaar taste of Too Yumm! Karare. The four songs were remixed with Too Yumm!’s popular track “Karara Hogaya” to further show the transformation from boring to fun. To give this super-fun challenge the right push, many popular faces from the world of the internet were roped in, like Rithvik Dhanjani, Punit Pathak and many more. The challenge gained a lot of traction over platforms like Josh as well. People across the platforms sent in their entries to win signed bats by Virat Kohli.

    The campaign garnered more than 307 million + views with a 28 million plus reach and 22.6 million engagements across platforms.

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Virat Kohli (@virat.kohli)

    /

     

    On the campaign, RPSG FMCG division vice president marketing Yogesh Tewari said, “We have always believed in reaching out to our consumers in the most unique and contemporary ways possible and what could have been a better time to leverage the ever-growing love of our target audiences for music and dance. We aim at establishing Too Yumm! Karare as a mood transformer owing to its masaaledar taste and refreshing crunch.”

    “The Too Yumm! Karare Beats challenge was kick-started by our brand ambassador Virat Kohli and has till date reached approximately 28 million audiences and has received an overwhelming response from across. Our intent with Too Yumm! is to always add masala to the everyday monotony,” he states.

    Speaking on the campaign launch, Kinnect executive creative director Mithun Mukherjee said, “They say old is gold. When we decided to put the Karare Beats challenge out, we wanted to add a bit of Karara flavour to this thought and bring it alive for our audiences. The result was Karare Beats – a fun dance challenge that fused the original classics from the yesteryears to our fun modern version of Karara Ho Gaya. Virat Kohli kicked off the challenge with a fun move and excited participants. We got a lot of people dancing to our beats and winning the coveted ‘signed bat’ from Virat Kohli. Consumers can expect a lot more fun engagements this year as well.”