Knorr Taps Samay Raina for Bold Korean Ramen Campaign

Knorr has pulled off an unexpected trick in roping in controversial comedian Samay Raina for influencing its latest promotion to market its Korean Ramen line up as reported by afaqs! on July 9, 2025. Designed by Pepper Creative, the campaign plays into the frat boy, crazy nature of Raina and foregoes traditional product placement in favor of a virus it can seed. The ad titled Dare to Slurp consists of a Knorr brand manager and agency team brainstorming a viral video but Raina runs in and destroys the script throwing the set into comic turmoil.

The choice of Raina is remarkable since he has such a polarizing past. In February 2025, his YouTube show India Got Latent was reprimanded over objectionable remarks, and Raina and other co-panelists such as Ranveer Allahbadia and Apoorva Mukhija were registered in FIRs. The program was removed on YouTube, but clips reappeared later on a new channel: they caused some positive and some negative feedback. Nevertheless, Knorr does not avoid Raina edgy humor in campaign, which was a bold but not random step within the influencer marketing industry.

• Knorr’s Korean Ramen Ad Goes Viral with Comedian Samay Raina in Chaotic Campaign
• Samay Raina’s Bold Comeback: Knorr Embraces Edgy Humor for New Ramen Launch
• Knorr Breaks the Mold with ‘Dare to Slurp’ Featuring Controversial Influencer Samay Raina

In December 2024, fractional CMO Deepti Karthik lamented about an earlier partnership with Samay Raina on the grounds that his provocative ways did not suit the family-friendly brands. However, Knorr is not the only brand that will take advantage of the influencer authenticity to stimulate the involvement at the expense of potential backlash. The campaign is already popular, it has posts on X talking about its chaotic creativity.

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As Raina takes over his own career by constructing a global comedy tour and coming to high-profile endorsements, the risky Knorr tactic highlights the changing nature of influencer marketing, in which virality and validity frequently compromise caution.