Yippee & Neeraj Madhav Launch Kerala's New Snack-Time Rap Anthem

ITC’s YiPPee! has released a new Malayalam rap anthem titled “Pottatte Padakkam” in collaboration with actor-rapper Neeraj Madhav. The campaign highlights Kerala’s familiar after-school snack moment and positions YiPPee! as the centre of that everyday routine.

The film opens with a school-tired child resting on the sofa. As his mother switches on the TV, the rap track begins, lifting his mood and turning the scene into an energetic, playful snack-time moment.

The anthem captures the typical Malayali home setting and uses music to reinforce YiPPee!’s appeal among younger consumers.

Ali Harris Shere, BU Chief Executive for Snacks at ITC Foods, said the campaign aims to make snack time more enjoyable and build on the brand’s regional storytelling approach. Neeraj Madhav noted that Kerala’s rap culture is growing quickly and the project allowed him to blend local flavour with a fun, everyday theme.

• YiPPee and Neeraj Madhav launch “Pottatte Padakkam,” Kerala’s new snack-time rap anthem.
• New Malayalam campaign blends local rap, youth culture and Kerala’s familiar after-school snack moment.
• Regional strategy continues as YiPPee uses music and cultural cues to strengthen Kerala presence

YiPPee! has been running region-specific campaigns across states including Odisha, Andhra Pradesh and Tamil Nadu. The Kerala anthem continues this strategy by tapping into local music and cultural cues to build stronger recall.

“Pottatte Padakkam” is now available on major audio platforms such as Spotify, Apple Music, Gaana and Instagram Audio, allowing users to engage with the track beyond the campaign film.

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With this release, YiPPee! aims to strengthen its presence in Kerala by combining local music, youth culture and the familiar comfort of an evening snack.