Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group, has announced the name of Indian cricket team captain Virat Kohli as the health ambassador for Too Yumm!.
Being a sportsperson, Kohli is a strong believer in eating right and staying fit. The announcement has been made through a national campaign with the tagline “Eat Lot, Fikar Not!”. Both the brand and Virat Kohli believe and share the same philosophy of propagating a healthy lifestyle.
The campaign went live with a TVC that features Virat Kohli binging on Too Yumm! at different situations, all the time, with people around him wondering how he always manages to Look Too Yumm!. Virat explains that these products are really healthy and really binge worthy so everyone can “Eat Lot, Fikar Not!”.
Citing a huge opportunity in the healthy snack market owing to changing consumer preference towards a healthy diet, Guiltfree Industries Limited launched Too Yumm! earlier this year. At the time of its launch in three cities, the brand introduced wheat thins that are baked and fox nuts that are air popped. In a short span of six months, Too Yumm! introduced a third snack – baked Veggie Stix. The brand also doubled its distribution network and is now available across all key metros and class 1 towns.
Sanjiv Goenka, chairman of RP-Sanjiv Goenka Group, said, “Transformative changes are being seen on how Indian consumers, especially the younger generation, eat and drink today. There has been an increasing popularity among healthy foods, which is the impetus behind the burgeoning growth of the healthy snack market. Too Yumm! is a healthier snacking option, which does not compromise on taste and brings a refreshing change to the snacking scene.”
“We are very glad to introduce Virat Kohli as the face of Too Yumm! At RPSG, we wanted a brand ambassador who would advocate the values that the brand stands for. Virat Kohli makes the perfect fit for the brand as many look up to him for not only his fitness regime but also for the healthy choices he makes.”
Sharing his thoughts, Kohli added, “Too Yumm! serves as the perfect snack that combines taste and health. I enjoy binging on it anytime, anywhere and to my heart’s content. With Too Yumm! you can indulge in your favourite snack without feeling guilty.”
Anupam Bokey, Head of Marketing Guiltfree Industries Limited, said, “It’s not by accident that our company is named ‘Guiltfree’. As per our philosophy, we will continue to launch newer and healthier snacks under the Too Yumm! brand. With Virat, a youth and fitness icon, endorsing the brand, we are confident that this campaign by Mullen Lintas will catch the attention of our audiences.”
Virat Tandon, CEO Mullen Lintas, said, “Too Yumm has developed an amazing range of tasty snacks that are healthier too. So, for the first time there is no health trade-off when one wants to have a tasty snack. We believe that this sweet spot is a really big opportunity for the brand. The Mullen Lintas team has developed an ambitious campaign to unlock this potential! I am very confident that Too Yumm will be the brand to watch out for in the months to follow.”
Shriram Iyer, President and NCD Mullen Lintas, said, “Too Yumm! the healthy snack and Virat the health conscious sportsman come together seamlessly. It’s a great recipe for success.”
Brand: Too Yumm! (Guiltfree Industries)
Client: Devarajan Iyer, Anupam Bokey, Shalin Desai, Nilanjana Mitra
Agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Ashwin Joharapurkar, Ripanka Kalita, Shashank Salaskar, Anjali Ahuja, Chandni Dave
Account Management: Virat Tandon, Ayyappan Raj, Samir Sagar, Jatin Jethi
Planning: Ekta Relan, Pallavi Bhosale
Production House: Crazy Few Films (Director – Anupam Mishra)