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
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
