Snacking brand Too Yumm! from Guiltfree Industries, part of the FMCG division of the RP-Sanjiv Goenka Group has roped in actor Varun Dhawan as brand ambassador for its new traditional Indian namkeen range.
They have unveiled a new digital campaign film, featuring Dhawan. This film will be the first in a series of many campaigns on the range.
In this campaign titled “Varun Dhawan!! Too Yumm Namkeen Ke Shaukeen | NO Palm Oil” the actor is spotted binging on his favourite Too Yumm Namkeens like Aloo Bhujia, Bikaneri Bhujia, Moong Dal etc. in different avatars and encouraging Indians to become ‘Namkeen ke Shaukeen’.
Heralded by Dhawan, the film begins with his hero entry and swag during a movie shoot, spotlighting his chucklesome act with Too Yumm Namkeens in focus. The director’s confusion and the actor’s humour led by his eccentric character leave people intrigued. Throughout the movie, Dhawan binges on Too Yumm Namkeens, emphasising on ‘No Palm Oil and Great Taste’ messaging.
The campaign aims to establish a strong connect with its tasty, healthy, and innovative offerings for the consumers urging them to choose ‘No Palm Oil’ products.
Shashwat Goenka, Sector Head Retail and FMCG at RP-Sanjiv Goenka Group, said, “As a brand, Too Yumm has always believed in creating meaningful innovations for our consumers, and the launch of our new Namkeen portfolio is a testament to that. With our signature expertise in healthier snacking and the traditional taste of Namkeen, we are excited to offer our consumers a guilt-free snacking experience without Palm Oil and no compromise on taste. We believe that these range of products will create a significant impact in the lives of consumers, and we are excited to continue our journey of disrupting the snacking space with innovative and purpose-driven products.”
"We are extremely delighted to have Varun Dhawan as our new brand ambassador. His wittiness, joy, and quirkiness perfectly embody the principles of our brand, and we think that his affiliation with Too Yumm will increase our exposure and have a greater impact. This new campaign is a unique digital first campaign from the brand and will also have a strong Influencer leg to create better awareness and engagement among consumers," said Yogesh Tewari, Vice-President of Marketing at Guiltfree Industries, RP-Sanjiv Goenka Group. "We believe that by making the right choice of ingredients, we can make a significant impact in the lives of our consumers, while also disrupting the Namkeen category in India."
"I am thrilled to be a part of the Too Yumm family and excited to promote a brand that is not only committed to creating healthier snacking options but is also dedicated to preserving the traditional taste of Indian snacks. As someone who loves to snack, I am happy to associate myself with a brand that offers guilt-free and delicious snacking options to people across India. With the launch of Too Yumm Namkeen which do not have Palm Oil, I am confident that we are going to revolutionise the way people eat Namkeen in India. So, let's all become Namkeen ke Shaukeen with Too Yumm Namkeens," said Dhawan.
To promote the new Namkeen range, Too Yumm has pulled all stops and partnered with the creative minds at Mullen and roped in production muscle of Dharma 2.0 along with Vasan Bala who is a film director, to create a fun and quirky campaign that highlights the use of Palm Oil in the Namkeen category and encourages consumers to make an informed choice.
“Working with Too Yumm and Varun Dhawan was an exhilarating experience. While the brand promises lip smacking Namkeen options, Varun wins hearts with his heart-warming smile and mass appeal. With the folks at Mullen as the creative agency and Dharma 2.0 being the production partners/producer, the film comes alive with great production quality and it’s always fun with every new challenge thrown your way when you’re making a film. Looking forward to a great association in the near future too,” said Preetha Iyer, Executive Producer- Dharma 2.0.