Mumbai: Too Yumm!, the homegrown snack brand from the Guiltfree Industries stable, has taken its instant noodle offering K-Bomb to the next level by announcing youth icon Ananya Panday as the new face of the brand. The announcement coincides with the launch of a disruptive, digital-first campaign blending celebrity power, snackable content, QR-led activations, and bold new flavours.
“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!.
Since entering the instant noodles category last year, K-Bomb has rapidly gained popularity among Korean noodle lovers. Building on this momentum, the brand is now expanding its line-up with three exciting flavours – Kimchi, Korean Chicken, and Sichuan Pepper Corn, alongside its already popular Hot n Spicy and Tom Yum variants. To increase convenience for on-the-go consumers, K-Bomb also introduced its new OTG (On-The-Go) cup noodle pack.
At the heart of the new campaign is a high-energy podcast series titled ‘Slurp n Spill’, featuring Ananya Panday in her signature spontaneous and sassy avatar. Framed as a rapid-fire, snack-fuelled content series, it aims to connect deeply with Gen Z audiences through entertainment rather than conventional advertising.
“Consumers today are increasingly averse to traditional advertising. To truly connect with them, brands need to offer something of value—whether it’s humor, 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,” added Tewari.
The campaign’s rollout includes QR code activations across top metros—Mumbai, Delhi, Bangalore, and Kolkata—designed to generate intrigue and drive audiences to digital content. Adding visual flair are OOH installations inspired by manga-style art, catching eyes and resonating with pop-culture-savvy youth.
Amplified through a robust digital-first strategy, the campaign is being pushed across meme pages, Bollywood paparazzi feeds, Ananya’s fandom platforms, and Too Yumm!’s official channels. The Slurp n Spill podcast is now live on the brand’s YouTube and social handles.
With this campaign, Too Yumm! reinforces its commitment to product innovation, pop-culture resonance, and Gen Z-focused storytelling. “Too Yumm! has earned its place as a trusted snack brand,” said Tewari. “K-Bomb is our answer to the growing demand for meals that are indulgent, flavorful, and satisfying. It’s a ramen bomb that doesn’t just fill you up, but fires up your taste buds.”
