Snack brand Too Yumm! has announced the appointment of actor Ananya Panday as the face of its K-Bomb noodle range. The move comes as the brand aims to strengthen its presence in the instant noodles segment, following the introduction of K-Bomb last year.
“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,” said Yogesh Tewari, Chief Marketing Officer, Too Yumm!
The brand has also expanded its product range, adding three new flavours: Kimchi, Korean Chicken, and Sichuan Pepper Corn. In addition, it has launched an OTG (On-The-Go) cup noodle pack intended to cater to mobile consumers.
The campaign begins with a content series titled Slurp n Spill, a rapid-fire podcast hosted by Ananya Panday. The podcast is aimed at positioning K-Bomb as a snack for younger audiences. “Consumers today are increasingly averse to traditional advertising. To truly connect with them, brands need to offer something of value—whether it’s humour, entertainment, or insight. A celebrity podcast delivers on all fronts, seamlessly blending storytelling and star power. Our goal isn’t just for consumers to see our ad—it’s for them to enjoy the experience,” said Tewari.
The brand has introduced QR code activations in Mumbai, Delhi, Bangalore, and Kolkata, directing consumers to digital content. Manga-inspired OOH installations have also been used as part of the rollout.
The campaign is being promoted through a digital-first strategy that includes pop culture platforms, celebrity-focused social media pages, meme accounts, and Ananya Panday’s fan communities. The Slurp n Spill podcast is currently available on Too Yumm!’s YouTube and social media channels.
“Too Yumm! has earned its place as a trusted snack brand,” added Tewari. “K-Bomb is our answer to the growing demand for meals that are indulgent, flavourful, and satisfying. It’s a ramen bomb that doesn’t just fill you up, but fires up your taste buds.”
Too Yumm! stated that the campaign aligns with its focus on addressing evolving consumer preferences without shifting away from its Gen Z-oriented positioning.
