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Too Yumm! Breaks All Records In IPL’s Longest Ad This Year

Brand ambassador Virat Kohli puts nationwide rumours to rest through a disruptive ad campaign for Too Yumm!'s newest offering, Multigrain Chips 


Mumbai, May 23, 2018: Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched IPL's longest ad this year for its healthy snacking brand Too Yumm! Endorsed by the Indian Cricket Captain Virat Kohli, the ad unveils the latest addition to Too Yumm!'s healthy snacking portfolio - Multigrain Chips. The campaign cleverly leveraged India's most watched television property, the IPL and the Indian captain's huge fanbase through an engaging film that kept the audience at the edge of their seats. The campaign went live during the strategic timeout in the CSK vs KXIP IPL match, simultaneously positioning Too Yumm! as the perfect guilt-free binge and an ideal IPL snack. The one-minute brand film unveiled Too Yumm!’s Multigrain Chips and instantaneously put rumours of Virat’s unhealthy eating habits to rest. 

The campaign rests on the notion that chips are associated with being an unhealthy snacking option. The objective was to break this myth by creating national buzz around fitness advocate, Virat Kohli, doing the unthinkable by munching on chips during the nailbiting IPL season. Virat finally made the big reveal on 20th May in IPL’s longest ad this year. He came clean that what you saw him bingeing on was in fact Too Yumm! Multigrain Chips – the brand’s latest healthy offering. 

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