Mumbai: Too Yumm!, the disruptive snacking brand from the RP-Sanjiv Goenka Group, has launched its latest offering, Korean Karare, backed by a pop-culture-led campaign featuring Varun Dhawan.
Tapping into the growing influence of Korean culture in India, the new product brings together bold, spicy umami flavours with a storytelling-driven campaign designed to spark curiosity and engagement. Positioned at the intersection of flavour, fandom and cultural relevance, Korean Karare marks a strategic addition to the brand’s evolving portfolio.
The campaign unfolds in the style of paparazzi footage, teasing audiences with glimpses of a mysterious “Korean co-star” before culminating in a reveal that the much-speculated figure is, in fact, the new Korean Karare. Leveraging Varun Dhawan’s playful persona, the campaign builds intrigue and mirrors how modern audiences engage with content—through participation, speculation and discovery.
Timed with the Indian Premier League (IPL), one of India’s largest media consumption windows, the campaign reflects Too Yumm!’s continued focus on leveraging cultural moments. The brand has previously experimented with innovative formats, including edible IPL posters and creator-led narratives, to deepen consumer engagement.
Korean Karare caters to the rising demand for global flavours among Indian consumers, delivering a spicy umami profile tailored to local tastes. Staying true to Too Yumm!’s better-for-you positioning, the snack is not fried and is made using 100% rice bran oil, aligning indulgence with health-conscious preferences.
This launch builds on Too Yumm!’s earlier foray into Korean-inspired offerings such as K-Bomb Ramen and Spicy Korean Banana Chips, further strengthening its presence in the Korean snacking segment. The addition of Korean Karare expands the brand’s portfolio across formats while maintaining its flavour-first, culture-led approach.
Yogesh Tewari, Chief Marketing Officer, Too Yumm!, added, “India’s snacking landscape is being shaped by cultural crossovers. Consumers are discovering flavours through content and engagement today is driven as much by relevance as by reach. For us, that means moving beyond product launches to building cultural moments that can travel. Korean Karare is a natural extension of that thinking, where we tap into a global conversation but localise it in a way that feels intuitive to Indian consumers.”
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