Too Yumm!, the snacking brand from the RP–Sanjiv Goenka Group, has expanded its portfolio with the launch of Korean Karare, doubling down on the growing popularity of Korean flavours in India.
Positioned as a spicy, umami-forward offering, Korean Karare sits at the intersection of flavour innovation and culture-led marketing, as the brand continues to lean into global food trends adapted for Indian consumers.
To amplify the launch, Too Yumm! has rolled out a campaign featuring actor Varun Dhawan. Designed like paparazzi footage, the campaign builds intrigue by teasing a mysterious “Korean co-star” before culminating in the reveal of the product itself. The storytelling format taps into modern content consumption patterns, where curiosity, speculation, and audience participation drive engagement.
Timed with the IPL, one of India’s biggest media consumption moments, the campaign reflects Too Yumm!’s evolving marketing playbook, which has consistently leveraged pop culture from edible IPL posters to creator-led narratives to build brand visibility.
The new product caters to increasing consumer appetite for bold, global flavours, while retaining the brand’s better-for-you positioning. Korean Karare is not fried and is made using 100% rice bran oil, aiming to balance indulgence with healthier snacking choices.
The launch also aligns with Too Yumm!’s broader portfolio strategy, which spans chips, karare, namkeen, multigrain snacks, and extruded products, alongside its K-Bomb Ramen range, all driven by a focus on flavour innovation and cultural relevance.
Yogesh Tewari, Chief Marketing Officer, Too Yumm!, added, “India’s snacking landscape is being shaped by cultural crossovers. Consumers are discovering flavours through content and engagement today is driven as much by relevance as by reach. For us, that means moving beyond product launches to building cultural moments that can travel. Korean Karare is a natural extension of that thinking, where we tap into a global conversation but localise it in a way that feels intuitive to Indian consumers.”
Link to the campaign:
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