K-Bomb by Too Yumm! has announced the appointment of actor  Ananya Panday to further elevate its appeal. 

Taking a step to solidify its position in the premium noodles segment, the brand aims to elevate its appeal through Panday. 

To spotlight this association, the brand has rolled out a campaign which consists of two ad films. The campaign also featured QR code installations in major cities like Mumbai, Delhi, Bangalore, and Kolkata, blending the physical and digital to spark curiosity. Large-format OOH displays, inspired by Manga art styles, stood out in the urban clutter and helped build buzz around the campaign.

Too Yumm! will also roll out a content series ‘Slurp n Spill’, a rapid-fire style podcast where Panday brings her signature sass, spontaneity, and snack obsession to the forefront. 

Through these content pieces, the brand intends to cut through ad fatigue with snackable, high-entertainment value content that resonates with Gen Z’s appetite for experiences over advertisements.

Yogesh Tewari, chief marketing officer, Too Yumm!, said, “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. Today, consumers are increasingly averse to traditional advertising. To truly connect with them, brands need to offer something of value—whether it’s humour, 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. Too Yumm! has earned its place as a trusted snack brand. 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.”