Too Yumm! signs Ananya Panday as the face of K-Bomb

After launching K-Bomb noodles last year, Too Yumm! gained traction among Korean noodle consumers. The brand has now partnered with Ananya Panday to strengthen its presence in the premium noodles segment.

“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!

Too Yumm! has added three new flavours—Kimchi, Korean Chicken, and Sichuan Pepper Corn—to its K-Bomb noodle range, which includes Hot n Spicy and Tom Yum. It has also introduced an OTG (On-The-Go) cup noodles pack for added convenience.

The association kicks off with the high-energy content series ‘Slurp n Spill’, a rapid-fire style podcast where Ananya brings her signature sass, spontaneity, and snack obsession to the forefront.

The campaign included QR code activations in Mumbai, Delhi, Bangalore, and Kolkata, directing users to digital content. It also featured OOH installations with Manga-inspired designs, “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.” said Yogesh Tewari, chief marketing officer, Too Yumm!

This campaign also marks' Too Yumm!’s strategy to stir up the noodles category, driven by evolving consumer needs. “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, flavourful, and satisfying. It’s a ramen bomb that doesn’t just fill you up, but fires up your taste buds.”