Great news for K-Food fans. Too Yumm!, the beloved Indian snack brand, is turning up the heat with the launch of K-Bomb, a brand-new Korean-inspired snack line. It follows the smashing success of their instant Korean noodles. The brand is doubling down on India’s growing love affair with the K-wave.
To dial up the craze, Too Yumm! has teamed up with Bollywood firecracker Ananya Panday. Her bubbly, fearless energy is a perfect fit for K-Bomb’s punchy, youthful vibe. The campaign kicked off with “Slurp N Spill”, a rapid-fire podcast series. It is cheeky, chaotic, and full of energy like the snack, and Ananya and her enthusiasm for the snack take centre stage.
The campaign starts with QR code activations exploding across major metros like Mumbai, Delhi, Bangalore, and Kolkata. They drive foot traffic to quirky digital content. The brand is also making waves with OOH installations with wild, manga-inspired art on the streets.
Yogesh Tiwari, Chief Marketing Officer at Too Yumm!, breaks it down. “Consumers are tired of old-school ads,” he says. “To connect, we’ve gotta offer real value with humour, insight, or just solid entertainment. That’s what the podcast delivers.”
This campaign signals’ Too Yumm!’s intent to shake up the noodle aisle. With Ananya Panday on deck, they try to connect with Gen Z by speaking their language. The combination of trending flavors with celebrity influence and groundbreaking marketing is lighting the path to a delicious, interaction-driven adventure for the K-wave generation.
