Ad Campaigns
Too Yumm! launches #KarareBeatsChallenge with Virat Kohli
Mumbai: Too Yumm!, one of India’s leading food brands which offer the tastiest and healthier snacking options has put in place a new campaign, #KarareBeatsChallenge, with Virat Kohli. The campaign has been conceptualised by Kinnect.
The brand wanted to create engagement by leveraging songs from the Saregama library, owned by RPSG Group. To leverage Saregama’s extensive library and create engagement for the brand, Too Yumm! kick-started a dance challenge featuring the hitmaker himself, Virat Kohli!
With the special Karare Beats Filter, the audience was given a choice between four peppy songs. They were asked to choose one song and create a video of themselves changing a mundane situation by simply biting into the masaledaar taste of Too Yumm! Karare. The four songs were remixed with Too Yumm!’s popular track “Karara Hogaya” to further show the transformation from boring to fun. To give this super-fun challenge the right push, many popular faces from the world of the internet were roped in, like Rithvik Dhanjani, Punit Pathak and many more. The challenge gained a lot of traction over platforms like Josh as well. People across the platforms sent in their entries to win signed bats by Virat Kohli.
The campaign garnered more than 307 million + views with a 28 million plus reach and 22.6 million engagements across platforms.
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On the campaign, RPSG FMCG division vice president marketing Yogesh Tewari said, “We have always believed in reaching out to our consumers in the most unique and contemporary ways possible and what could have been a better time to leverage the ever-growing love of our target audiences for music and dance. We aim at establishing Too Yumm! Karare as a mood transformer owing to its masaaledar taste and refreshing crunch.”
“The Too Yumm! Karare Beats challenge was kick-started by our brand ambassador Virat Kohli and has till date reached approximately 28 million audiences and has received an overwhelming response from across. Our intent with Too Yumm! is to always add masala to the everyday monotony,” he states.
Speaking on the campaign launch, Kinnect executive creative director Mithun Mukherjee said, “They say old is gold. When we decided to put the Karare Beats challenge out, we wanted to add a bit of Karara flavour to this thought and bring it alive for our audiences. The result was Karare Beats – a fun dance challenge that fused the original classics from the yesteryears to our fun modern version of Karara Ho Gaya. Virat Kohli kicked off the challenge with a fun move and excited participants. We got a lot of people dancing to our beats and winning the coveted ‘signed bat’ from Virat Kohli. Consumers can expect a lot more fun engagements this year as well.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
