Too Yumm! has announced actor and youth icon Ananya Panday as the face of its Korean-inspired instant noodles brand, K-Bomb, as it intensifies its play in the premium snacking space.

The new brand campaign, blending celebrity appeal with high-octane content and QR-led activations, is designed to capture the attention of Gen Z snackers across urban India.

The brand’s move comes as it expands K-Bomb’s range with three bold new flavours — Kimchi, Korean Chicken and Sichuan PepperCorn —adding to the already popular Hot n Spicy and Tom Yum variants. A new OTG (on-the-go) cup noodle pack has also been launched, targeting young consumers seeking flavour and convenience in equal measure.

Speaking on the partnership, 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.”

The campaign kickstarts with ‘Slurp n Spill’, a snack-fuelled, rapid-fire podcast featuring Panday in her element — sass, spontaneity, and a love for bold flavours. Positioned as a fresh take on youth-focused marketing, the content series banks on high entertainment value over traditional advertising, directly speaking to Gen Z’s craving for experiences over products.

K-Bomb’s latest campaign also makes a strong on-ground splash with eye-catching QR code installations across metros, including Mumbai, Delhi, Bangalore and Kolkata. These codes lead consumers to exclusive digital content, creating a seamless offline-to-online journey.