Too Yumm! is turning up the heat in the instant noodles space with a fresh campaign for its bold sub-brand, K-Bomb. And guess who’s joining the party? Bollywood’s Gen-Z favorite, Ananya Panday. The brand is betting big on her youthful vibe and widespread appeal to strengthen its foothold in the premium noodle market it entered just last year.
“Ananya’s got that unfiltered, youthful energy that mirrors what K-Bomb stands for — bold flavours, playful personality, and zero fuss,” said Yogesh Tewari, Chief Marketing Officer at Too Yumm!. “She’s got the kind of connect with young India that you can’t fake. She’s real, she’s fun, and she gets it.”
At the heart of the campaign is a snappy, fast-paced podcast series featuring Panday, built to feel more like binge-worthy content than a commercial. It’s aimed squarely at the social media generation — the kind that skips ads but rewatches memes.
To take things offline, the brand is rolling out quirky Manga-inspired billboards and QR-activated installations in metro cities — adding a layer of street-style cool to the campaign. “Let’s face it — the usual ad formats aren’t cutting it anymore. We’re playing in the space where attention is earned, not bought,” Tewari added.
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The campaign is also making its way across Instagram meme pages, fan accounts, and digital communities where young people actually hang out — ditching the stale approach of pushing products, and instead building curiosity and culture around K-Bomb.
In short: Too Yumm! is not just selling noodles — it’s building a vibe.
