MUMBAI: Korean dry ramen brand Geki is looking to turn up the heat with a campaign ‘K for Krazy. K for Korean’.
It launched in India in 2021. Geki has become the ramen of choice for spice chasers and K-culture enthusiasts alike. It focusses on flavours, fiery chilli oil mix and authentic Korean taste. And as India’s love for K-pop, K-dramas, and K-cuisine continues to surge, Geki is looking to take the craze to the next level.
The new campaign, conceptualised by FCB Ulka, Bangalore, goes all out to celebrate the brand’s vibrant, krazy personality. At its heart is a three-film series that serves up a delicious truth — no matter how long you’ve been together, couples are always discovering new sides to each other. But in true Geki fashion, every revelation comes with a noodle-fuelled twist.
Each film taps into a distinct audience mindset:
K-Noobs: First-timers taking their first bite into the K-world.
Taste Seekers: Adventurous foodies hungry for bold, new experiences.
Spicy Lovers: Heat junkies who live for the thrill of spice.
From hair that breaks into dance to ghostly surprises and over-the-top K-drama moments, the films turn up the absurdity — mirroring the krazy, unforgettable kick of Geki ramen itself. With the rallying cry “K for Krazy. K for Korean.”, Geki isn’t just selling ramen — it’s serving an attitude. Vibrant, fiery, and fearlessly expressive, the campaign captures the brand’s essence as the go-to ramen for anyone craving an authentic Korean high.
Daisuke Okabayashi – Marketing Director, Nissin said, “With the Korean ramen category expanding rapidly, our focus was to reinforce Geki’s leadership and create a strong brand moment across audiences. Each of the three films has been meticulously crafted to resonate with diverse audiences, showcasing our dedication to understanding and meeting the unique preferences of our consumers. We believe these films will not only entertain but also foster a deeper connection with the Geki brand.”
Retasha Lewis, Deputy General Manager Marketing, Nissin, said, “The launch of the new films marks a significant milestone in our marketing strategy. By targeting different segments of our audience, we aim to highlight the versatility of our products while delivering compelling narratives. We are excited to see how they will inspire and connect with viewers across the board.”
Speaking on the occasion, Suchitra Gahlot, NCD, FCB Ulka said, “Geki’s world is built on boldness — in flavour, style, and spirit. This campaign is our way of celebrating that K-crazy energy, with films that are as unexpected and fun as the product itself.”
