Too Yumm: #WhyChipsVirat

Dhirendra Singh, Sabarinath Chandrasekharan, Shaswat Mishra

Snacking brand Too Yumm! launched its healthy multigrain chips in India, with a TV, print and social media campaign starting cricket icon Virat Kohli.

Campaign details

Brand: Too YummBrand owner: Guiltfree Industries Pvt LtdLead agency: Initiative MediaContributing agencies: Interactive Avenues, Mullen LoweCountry: IndiaIndustries: Savoury snacks, potato chipsMedia channels: Content marketing, Online video, Sponsorship - event, property, TelevisionBudget: 500k - 1 million

Executive summary

The snacking category in India is growing at 11.8%, dominated by decades-old established brands such as Bingo, Lays and Kurkure.

Potato crisps, which occupy more than half of the snacking category, are growing faster at 16.2%, annually. Potato crisps are regarded as extremely tasty and no...

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