Too Yumm! partners with Kinnect to reveal #KarareBeatsChallenge campaign with Virat Kohli

By using the music from the Saregama catalogue, which is owned by the RPSG Group, the business hopes to enhance engagement.

One of the top Indian snacking brands, Too Yumm! has announced a new partnership with Kinnect to unveil the #KarareBeatsChallenge campaign with the Indian cricketer, Virat Kohli.

By using the music from the Saregama catalogue, which is owned by the RPSG Group, the business hopes to enhance engagement.

Four upbeat tunes were offered to the audience via the unique ‘Karare Beats’ filter. They were instructed to pick one song and make a film of themselves merely biting into the flavour of Too Yumm! Karare to change a monotonous circumstance. The four songs were remixed along with “Karara Hogaya,” a hit by Too Yumm!, to further illustrate the shift from dull to entertaining.

Many well-known internet personalities, like Rithvik Dhanjani, Punit Pathak, and many others, were enlisted to help this super-fun challenge get off to the correct start. People from all platforms submitted entries for a chance to win bats that Virat Kohli had personally signed.

Yogesh Tewari, VP Marketing, RPSG FMCG Division at RPSG FMCG Division, said, “We have always believed in reaching out to our consumers in the most unique & 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.”

Yogesh Tewari, Vice President, Marketing, RPSG Group, commented, “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 overwhelming response from across. Our intent with Too Yumm! is to always add masala to the everyday monotony.”

Mithun Mukherjee, ECD, Kinnect, 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.”

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