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Earlier this year, the RP-Sanjiv Goenka Group forayed into the FMCG space with Guiltfree Industries, which is now selling the brand – Too Yumm! nationally. The products under Too Yumm! have been positioned as low-calorie healthy alternatives for every kind of snack craving.

Mullen Lintas’ Mumbai office was awarded the creative mandate for Too Yumm! and has created its launch campaign, featuring Indian cricket team captain Virat Kohli, who will be endorsing the brand. He is known for his fitness and more importantly to not endorse a product that does not match with his ideology.

Too Yumm wanted to liberate snack lovers of their association with ‘guilt’ while snacking and tell people you can binge as much as you want and still Look Too Yum as Too Yumm! (snacks) is extremely tasty and not unhealthy. With Virat Kohli as the brand’s ambassador, the campaign encourages snacking that is guilt-free.

The film shows Virat binging on Too Yumm at different situations, at all times, and people around him wondering how he manages to Look Too Yum to which he explains that these products are really healthy and really binge-worthy hence “Eat Lot, Fikar Not!”.

Speaking about the campaign, 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.”

Virat Tandon, CEO at 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. We have 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”.

The portfolio under Too Yumm! currently consists of Veggie Stix, Wheat Thins and Foxnuts variants, all in different flavours. The brand further plans extensions in the existing portfolio to multiple products across packaged snacks.

Anupam Bokey, Head of Marketing Guiltfree Industries Ltd. opined “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.”

The campaign will be visible across TV, digital, outdoor and on-ground activations.