MullenLowe Asia Pacific
4 months ago
Too Yumm!, India’s favourite baked snacking brand from the house of Guiltfree Industries, the FMCG division of the RP-Sanjiv Goenka Group unveiled its latest marketing campaign with brand ambassador Virat Kohli themed ‘Har Craving Ka Jawaab’. The four 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. Since these cravings can arise at any time, Too Yumm! has developed authentic flavours to satisfy your taste buds.
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. The campaign 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 your favourite 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 Ltd, 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 & 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 and 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 in 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 it's nostalgia, sometimes it's random, and that's when Too Yumm’s unique flavours and Virat come to the rescue. Virat’s personal stash which answers 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."
Categories: Food, Savoury SnacksMullenLowe Asia Pacific, 4 months ago