Too Yumm! begins year with marketing blitz to woo Indians with desi flavours

Too Yumm!, the baked snacking brand from Guiltfree Industries, the FMCG division of the RP-Sanjiv Goenka Group, has unveiled its latest marketing campaign with brand ambassador Virat Kohli, themed ‘Har Craving Ka Jawaab’. The 4-part ad campaign reveals India’s favourite flavours according to Virat Kohli – Noodle Masala, Dahi Papdi Chaat, Chilli Chataka and Chilli Achaari. With Too Yumm! having perfectly represented each of these Indian flavour cravings through its products, the four-part ad series conceptualised by Mullen Lintas Mumbai positions Too Yumm! as the perfect guilt-free solution to all cravings, irrespective of where or when they arise. 

Having established a strong core around ‘healthy bingeing’, Too Yumm! now wants to address the primary driver of the snacking industry – taste, with a belief that an offering with strong taste and health benefits is an unbeatable combination in the Indian snacking category. Indians tend to have a strong craving for foods like chaat, achaar and noodles that are packed with flavour and spice. 

Virat Kohli has been the face of Too Yumm! since the brand’s inception, and through this latest campaign the food loving cricketer reveals his har craving ka jawaab. Thecampaign films showcase Virat Kohli in various roles and situations – from driving a young couple who are craving Chilli Achaari on a road trip, reminiscing about old college memories and ‘hostel wale’ noodles, having a chaat craving during movie nights to adding a hint of Chilli Chataka to a formal dinner. The campaign films deliver a strong message that no matter where or when a craving arises, it can be aptly satisfied by opening a pack of Too Yumm!. Being a health icon too, Virat is seen satisfying his taste cravings without having to worry about or compromise on his fitness goals as Too Yumm! snacks are all baked. 

Sharing his views on the campaign, Anupam Bokey, CMO Guiltfree Industries, RPSG FMCG, said, “Every campaign that we work on for Too Yumm! is an exciting journey for the brand. We truly believe in our unique ‘baked’ positioning that gives us a pedestal to innovate, disrupt and showcase ourselves to our target audience. This new campaign with our brand ambassador Virat Kohli highlights our key flavours, carefully conceptualised for the Indian palate to offer full flavour snacks, satisfying every craving without guilt. We are very excited to see how the ads are received by our audiences.” 

Reflecting on the success of Too Yumm!, Shashwat Goenka, Sector Head – Retail & FMCG, RP-Sanjiv Goenka Group, said, “All of us at RPSG are extremely committed to our FMCG ambition and our constantly working to improve our current offering in any way we can. We are elated at the success of Too Yumm! in the Indian market and aim to further build on it. The brand has always maintained a balance between health and taste and worked tirelessly to create a differentiated health proposition its initial years. With this campaign, Too Yumm! is now expanding its horizons into creating a range of strong, authentic flavours to cater to the Indian palette.” 

Commenting on the campaign idea, Garima Khandelwal, CCO, Mullen Lintas, said, “Cravings can strike anytime anywhere – sometimes its need, sometimes its nostalgia, sometimes its random, and that’s when Too Yumm’s unique flavours and Virat come to the rescue. Virat’s personal stash, which answer the craving of his friends, showcase Too Yumm!’s drool-worthy flavours, which match the authentic Indian flavours. This time the endorsement borrows from Virat’s imaginable lifestyle, continuing the close link between the brand and him.”

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