Too Yumm Signs Ananya Panday as Brand Ambassador

Too Yumm!, one of the top snacking brands, has signed on Bollywood actress Ananya Panday as the face of the brand in its premium instant noodles sub-brand, K-Bomb. Its collaboration, revealed on July 3, will enhance the attraction of K-Bomb to Gen Z shoppers with the use of new flavors and a digital-first marketing strategy emphasising a younger audience.

• Too Yumm! Expands K-Bomb Range with Bold Flavors and OTG Cup Noodles Pack
• K-Bomb Launches Kimchi, Korean Chicken & Sichuan Flavors; Taps Youth Appeal with New Campaign
• Yogesh Tewari Unveils K-Bomb’s Flavorful Upgrade, Calls It a ‘Ramen Bomb’ for Taste Lovers

The campaign introduces K-Bomb’s expanded range, including bold new flavors like Kimchi, Korean Chicken, and Sichuan Pepper Corn, alongside a convenient OTG cup noodles pack. Yogesh Tewari, Chief Marketing Officer at Too Yumm!, emphasized the brand’s focus on indulgence and flavor, stating, “K-Bomb is our answer to the growing demand for meals that are indulgent, flavorful, and satisfying. It’s a ramen bomb that fires up your taste buds.” He added that Panday’s vibrant personality and strong youth connect make her the perfect fit to drive K-Bomb’s identity as a fun and tasty noodles brand.

Starting with a Slurp n Spill, a fast-paced, action-packed podcast series hosted by Panday and already available on the publishers official YouTube and social media pages. Their series brands K-Bomb as the most preferred snack among the youth in India as fierce, tasty and not at all sorry. The campaign is based on a digital-first approach, which is supported with the help of pop culture platforms, Bollywood paparazzi pages, meme communities, and an active fan base of Panday.

One of the most important parts of the campaign is the content that led it with a use of QR code, which enables the consumers to enter into interactive experiences that are related to branding of K-Bomb. This step strengthens Too Yumm! in the high-end noodles segment, the entry of the company in this segment is still recent and it has taken place last year.

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Currently, Panday has begun to partner up with K-Bomb, further expanding her endorsement roster, which includes recent projects with Amazon, Vega and WhatsApp. Her popularity with youth follows the aim of Too Yumm! to target the vibrant, fashionable Gen Z market.