Snack brand Too Yumm! has announced Bollywood actress Ananya Panday as the face of its K-Bomb noodles range. The collaboration aims to strengthen the brand’s presence in the premium noodle market, especially among young and mindful consumers.
Launched last year, K-Bomb noodles quickly gained popularity with fans of Korean-style noodles. Now, the brand has introduced three new flavours: Kimchi, Sichuan Pepper Corn, and a spicier version of its classic Hot n Spicy and Tom Yum varieties. It has also launched a convenient On-The-Go (OTG) cup noodles pack.
The campaign kicks off with a fun and energetic podcast called Slurp n Spill, where Ananya hosts rapid-fire chats full of humour and snack talk, bringing her charm and love for food into the spotlight.
To reach a wider audience, Too Yumm! used QR code activations across Mumbai, Delhi, Bangalore, and Kolkata. These led users to digital content, supported by vibrant manga-style billboards.
“Today’s consumers want more than just ads, they want engaging experiences. A celebrity podcast combines storytelling and star power to entertain while building a stronger brand connection,” said Yogesh Tewari, Chief Marketing Officer at Too Yumm!
With this campaign, Too Yumm! continues to evolve with changing consumer tastes. “K-Bomb is not just a noodle, it’s a flavour-packed experience that’s indulgent and satisfying,” added Tewari. “It’s made for people who want more from their meals – without compromising on taste or values.”