Launches rapid-fire podcast ‘Slurp n Spill’ to drive youth engagement
Too Yumm!, the snack brand known for its bold offerings, has announced Bollywood actor Ananya Panday as the new face of its K-Bomb noodles range. The collaboration aims to strengthen the brand’s foothold in the premium Korean-style noodle segment.
“Her influence and relatability make her an ideal fit to drive brand appeal to modern, mindful consumers,” said Yogesh Tewari, chief marketing officer, Too Yumm!
The brand has expanded its K-Bomb portfolio with three new flavours-Kimchi, Korean Chicken, and Sichuan Pepper Corn-adding to its existing Hot n Spicy and Tom Yum variants. To enhance convenience, it has also launched an OTG (On-The-Go) cup noodle format.
The partnership kicks off with ‘Slurp n Spill’, a high-energy, rapid-fire podcast hosted by Ananya Panday. Featuring her signature wit and love for snacks, the series offers a fun take on pop culture and food, helping Too Yumm! connect with Gen Z audiences.
The campaign spans digital and outdoor media, with QR code activations across Mumbai, Delhi, Bangalore, and Kolkata linking to exclusive content. It also features Manga-inspired OOH creatives to grab urban eyeballs.
“Consumers today avoid traditional ads. They want content that entertains or informs. With a celebrity podcast, we’re blending storytelling with star power. The goal isn’t just to be seen-it’s to be enjoyed,” added Tewari.
This campaign underlines Too Yumm!’s strategy to disrupt the noodle space with indulgent, flavourful meal options tailored to evolving tastes. “K-Bomb isn’t just a snack-it’s a ramen bomb that excites the palate,” Tewari concluded.
