Brands
Too Yumm! adds new K-Bomb flavours and signs Ananya Panday as brand face
MUMBAI: What do you get when you mix Korean noodles, rapid-fire banter, and Ananya Panday? A slurpy, spicy, sass-loaded campaign that’s anything but instant. After making a fiery splash in India’s instant noodles scene last year, Too Yumm! K-Bomb is back for a second serving with bold flavours, bolder content, and a brand ambassador who brings both heat and humour. Actor Ananya Panday has joined hands with the snack brand in a bid to stir the pot further and cement K-Bomb’s street cred among Gen Z.
Known for its punchy Korean-style variants like Hot n Spicy and Tom Yum, K-Bomb now gets a triple upgrade with Kimchi, Korean Chicken, and Sichuan Pepper Corn, a flavour bomb that aims to tantalise a taste-obsessed, trend-tracking youth market. There’s also an OTG (On-The-Go) cup noodles pack for those who want their K-spice with convenience.
The centrepiece of the campaign is ‘Slurp n Spill’, a rapid-fire podcast hosted by Panday, where noodles are slurped, secrets are spilled, and snack culture takes centre stage. The series combines cheeky questions, celebrity chatter, and slurpy sound effects, making it less brand plug and more bingeable content. As Yogesh Tewari, CMO at Too Yumm!, puts it, “It’s not just about being seen, it’s about being enjoyed.”
To match the energy of its new host, the rollout went full throttle. Think QR code activations across metros like Mumbai, Delhi, Bangalore, and Kolkata, leading fans to snackable digital content. Add in Manga-inspired OOH installations and meme-led amplification across social and fan communities, and the campaign feels more like a K-pop comeback than a noodle ad.
But the real flavour lies in strategy. With Indian consumers growing weary of conventional ads, Too Yumm! is betting big on what it calls entertainment-as-experience. The podcast format, backed by a strong digital-first push and cultural fluency, taps into Gen Z’s craving for authenticity with noodles in hand.
As Tewari sums up, “K-Bomb isn’t just about filling you up, it’s about firing up your taste buds.” With Ananya Panday in the driver’s seat, it looks like Too Yumm! isn’t just riding the K-wave, it’s steering it.
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Brands
Atomberg unveils AC rotary compressor technology at Acrex 2026
Move marks entry into Hvac components with India built solution
MUMBAI: Atomberg Technologies has unveiled a new air conditioner rotary compressor technology at Acrex India 2026, signalling the company’s entry into the Hvac components space and expanding its engineering capabilities beyond consumer appliances.
The compressor has been developed by the company’s B2B engineering arm, Atomberg Innovation Private Limited, which focuses on building engineering solutions for the consumer durables and Hvac ecosystem.
Designed and manufactured in India, the rotary compressor is built for 1.5 tonne air conditioners and integrates high efficiency motor technology with improved noise, vibration and harshness performance. The system also complies with Indian regulatory standards, positioning it as a locally developed alternative in a segment often reliant on imports.
The development marks Atomberg’s latest step in expanding its technology portfolio into Hvac component systems while continuing its push towards indigenous innovation in appliance engineering.
Atomberg Technologies founder and chief executive officer Manoj Meena, said the launch reflects the company’s evolution from appliance innovation to deeper engineering solutions. “Our journey began with reimagining everyday appliances through technologies such as BLDC motors. Today we are building advanced engineering solutions in India, including this AC rotary compressor, as we expand into the Hvac ecosystem,” he said.
Atomberg Innovation operates as an end to end original design manufacturing partner, developing solutions that include motor technologies, integrated drive systems, embedded control platforms and manufacturing capabilities. Its portfolio spans technologies such as air conditioning motors, motor drivers based on field oriented control algorithms, solar tracker motors and drone motors.
The company’s engineering infrastructure covers the full product lifecycle, from electronics design and digital twin modelling to testing and manufacturing through in house facilities such as SMT lines, motor assembly units and automated production systems. This integrated setup allows some products to move from concept to production in as little as three months.
By combining vertically integrated manufacturing with engineering led design, Atomberg aims to strengthen India’s capabilities in advanced appliance components while supporting the broader push for domestic technology development and reduced dependence on imports.
