Too Yumm: Virat Kohli cheats on the nation

Ekta Relan, Pallavi Bhosale

Healthy snack brand Too Yumm launched a line of baked multigrain chips to increase share of market and of mind in India.

Campaign details

Brand: Too YummBrand owner: Guiltfree Industries Pvt. Ltd.Lead agency: MullenLowe Lintas Group, IndiaCountry: IndiaIndustries: Savoury snacks, potato chipsMedia channels: Social media, TelevisionBudget: Up to 500k

Executive summary

Too Yumm, an extremely small brand in the large 300-million-dollar Indian snacking category, was launched in 2017 as a 'healthy snacking brand'. The brand wanted to launch its second product 'baked multi-grain chips' as a healthy alternative to fried potato chips.

Snacking in India is full of dichotomies – there is a shift towards fitness, but the market...

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