Too Yumm!, a snacking brand under the FMCG division of RP-Sanjiv Goenka Group’s Guiltfree Industries, has enlisted Bollywood star Varun Dhawan as the brand ambassador for their latest product line – Traditional Indian Namkeen, which is set to hit the market soon.
The brand has recently launched a new digital campaign starring Varun Dhawan, which marks the first in a series of groundbreaking campaigns for their Traditional Indian Namkeen range. The ad features the Bollywood celebrity indulging in his favourite Too Yumm Namkeens such as Aloo Bhujia, Bikaneri Bhujia, Moong Dal, among others, in various personas while encouraging fellow Indians to become ‘Namkeen ke Shaukeen’.
Varun Dhawan’s playful and humorous persona perfectly embodies the brand’s unique and unconventional approach to snacking, which aims to uplift its consumers. Notably, Too Yumm’s Traditional Indian Namkeen range stands out for its use of healthier ingredients, as it does not contain Palm Oil, making it a more nutritious snacking choice.
In the digital campaign film, which kicks off with Varun Dhawan’s charismatic and stylish entry on a movie set, the Bollywood star showcases his amusing antics with a focus on Too Yumm Namkeens. The director’s bewilderment and Varun’s quirky persona keep the viewers intrigued. Throughout the ad, Varun indulges in Too Yumm Namkeens, highlighting the brand’s ‘No Palm Oil and Great Taste’ messaging.
As a market disruptor in the snacking industry, Too Yumm continues to push boundaries with their latest foray into the traditional Indian Namkeen space. The digital campaign showcases 11 popular variants made using Rice Bran Oil, a healthier alternative to Palm Oil. By combining their expertise in healthier snacking with the traditional taste of Namkeen, Too Yumm offers consumers an evolved snacking experience that is far healthier than other namkeen options available in the market.
By using Rice Bran Oil instead of Palm Oil in their Traditional Indian Namkeen range, Too Yumm is able to reduce the saturated fat content by up to 35%, without compromising on the traditional taste that Indian consumers adore. Through the digital campaign, the brand aims to establish a strong bond with consumers, emphasizing their tasty, healthy, and innovative offerings and urging them to opt for ‘No Palm Oil’ products.
Commenting on the launch, Shashwat Goenka, Sector Head Retail and FMCG at RP-Sanjiv Goenka Group, said, “As a brand, Too Yumm has always believed in creating meaningful innovations for our consumers, and the launch of our new Namkeen portfolio is a testament to that. With our signature expertise in healthier snacking and the traditional taste of Namkeen, we are excited to offer our consumers a guilt-free snacking experience without Palm Oil and no compromise on taste. We believe that these range of products will create a significant impact in the lives of consumers, and we are excited to continue our journey of disrupting the snacking space with innovative and purpose-driven products.”
Yogesh Tewari, Vice President of Marketing at Guiltfree Industries, RP-Sanjiv Goenka Group, said, “We are extremely delighted to have Varun Dhawan as our new brand ambassador. His wittiness, joy, and quirkiness perfectly embodies the principles of our brand, and we think that his affiliation with Too Yumm will increase our exposure and have a greater impact. This new campaign is a unique digital first campaign from the brand and will also have a strong Influencer leg to create better awareness and engagement among consumers.
“We believe that by making the right choice of ingredients, we can make a significant impact in the lives of our consumers, while also disrupting the Namkeen category in India,” Tewari added.
Varun Dhawan, commenting on the New Too Yumm namkeen campaign, said, “I am thrilled to be a part of the Too Yumm family and excited to promote a brand that is not only committed to creating healthier snacking options but is also dedicated to preserving the traditional taste of Indian snacks. As someone who loves to snack, I am happy to associate myself with a brand that offers guilt-free and delicious snacking options to people across India. With the launch of Too Yumm Namkeen which do not have Palm Oil, I am confident that we are going to revolutionize the way people eat Namkeen in India. So let’s all become Namkeen ke Shaukeen with Too Yumm Namkeens!”
Too Yumm’s Traditional Indian Namkeen range includes 11 popular variants, such as Aloo Bhujia, Bikaneri Bhujia, Moong Dal, Salted Peanuts, Tasty Nuts, Soya Sticks, Punjabi Tadka, All-In-One, Khatta Meetha, Kolkata Masala Mix, and Ratlami Sev. These variants are available in packs of INR 5, INR 10, and 200g. The new range will be available in all major retail stores across India.
To promote their new Traditional Indian Namkeen range, Too Yumm has teamed up with the creative geniuses at Mullen and enlisted the production muscle of Dharma 2.0, along with celebrated film director Mr. Vasan Bala. Together, they have crafted a fun and quirky campaign that not only showcases the brand’s commitment to using healthier alternatives to Palm Oil but also encourages consumers to make informed snacking choices.
Preetha Iyer, Executive Producer, Dharma 2.0, said, “Working with Too Yumm and Varun Dhawan was an exhilarating experience. While the brand promises lip smacking Namkeen options, Varun wins hearts with his heart warming smile and mass appeal. With the folks at Mullen as the creative agency and Dharma 2.0 being the production partners / producer, the film comes alive with great production quality and it’s always fun with every new challenge thrown your way when you’re making a film. Looking forward to a great association in the near future too.”
