Too Yumm! Names Ananya Panday as Brand Ambassador for K-Bomb; Launches Interactive QR-Led Campaign to Captivate Gen Z

Snack brand expands K-Bomb noodle range with new flavors, rolls out bold content series and immersive activations to connect with youth audiences.

NATIONAL, INDIA – July 3, 2025: Too Yumm!, the popular snacking brand, has announced the appointment of Bollywood star Ananya Panday as the new face of its K-Bomb instant noodles line, marking a strategic move to strengthen its appeal among India’s youth. Known for her vibrant personality and strong connect with Gen Z, Ananya’s association aims to amplify K-Bomb’s positioning as a fun, fiery, and flavorful snack.

“Ananya’s influence and relatability make her an ideal fit to drive brand appeal among modern, mindful consumers,” said Yogesh Tewari, Chief Marketing Officer, Too Yumm!. “Her vibrant persona perfectly matches Too Yumm! K-Bomb’s identity.”

Expanding the K-Bomb Experience

Following a successful debut in the instant noodles category, K-Bomb has expanded its popular range of bold flavors — Hot n Spicy and Tom Yum — with three exciting new options: Kimchi, Korean Chicken, and Sichuan Pepper Corn. The brand has also introduced an On-The-Go (OTG) cup noodles pack, making K-Bomb more convenient and accessible for India’s busy, on-the-move youth.

High-Energy Content & Experiential Marketing

The campaign’s centerpiece is “Slurp n Spill,” a rapid-fire podcast series hosted by Ananya Panday, where she brings her signature sass and snack obsession to the forefront. The series is designed to cut through ad fatigue with entertaining, snackable content that appeals to Gen Z’s preference for authentic, experience-driven engagement.

Too Yumm! has also launched a first-of-its-kind QR code activation across key metros—Mumbai, Delhi, Bengaluru, and Kolkata—directing consumers to engaging digital content. Eye-catching out-of-home installations with Manga-inspired designs have further fueled buzz, combining offline intrigue with digital storytelling.

“Consumers today are increasingly averse to traditional advertising. A celebrity podcast delivers humor, entertainment, and insight, seamlessly blending storytelling with star power,” added Yogesh Tewari. “Our goal isn’t just for consumers to see our ad—it’s for them to enjoy the experience.”

Digital-First Amplification

The campaign is bolstered by a digital-first rollout leveraging pop culture platforms, Bollywood paparazzi pages, meme communities, and Ananya’s own active fan base to maximize reach and engagement.

With this bold new strategy, Too Yumm! is redefining how snack brands engage with India’s youth, making K-Bomb a must-have choice for those craving intense flavors and immersive experiences.