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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
