Too Yumm! onboards Ananya Panday as brand ambassador

Too Yumm! has announced a new campaign for its instant noodles sub-brand, K-Bomb, bringing on actor Ananya Panday as brand ambassador. The move is aimed at reinforcing the brand’s position in the premium noodles category, following its entry into the segment last year.

Yogesh Tewari, Chief Marketing Officer at Too Yumm!, said, “Ananya’s vibrant personality and strong youth connect perfectly with Too Yumm! K-Bomb’s identity as a fun & tasty noodles brand. Her influence and relatability make her an ideal fit to drive brand appeal to modern, mindful consumers.”

The campaign, is structured as a rapid-fire style podcast featuring Panday. It is designed to engage youth audiences through a content-first approach. 

OOH installations inspired by Manga art and QR code activations across metro cities are part of the campaign’s on-ground efforts. “Consumers today are increasingly averse to traditional advertising... A celebrity podcast delivers on all fronts, seamlessly blending storytelling and star power,” Tewari added.

The digital-first campaign is being distributed via social platforms, including meme pages and fan communities.