Karare Crisps Liven Up Unexpected Moments in Mood-lifting Campaign

Too Yumm! Karare, the snack brand by Guiltfree Industries, has launched a new campaign featuring brand ambassador Virat Kohli. Conceived by Mullen Lintas Mumbai, the campaign shows how Too Yumm!’s Karare transforms an ordinary moment into an unexpected Karara enjoyment.

In a highly competitive segment, Too Yumm! has decided to bank on the taste of its product and has amplified the same in its campaigns. This campaign idea by Mullen Lintas brings alive Too Yumm! Karare’s chatakedaar masala and mazzedaar crunch that makes one forget everything else and uninhibitedly enjoy the Kararapan.

The campaign repurposes the classic Bollywood song ‘Hungama ho gaya’ to communicate how Too Yumm! Karare’s taste can uplift the mood. The film is centred around an employee, who after eating Too Yumm!’s Karare ecstatically starts dancing around, in what looks like a very serious meeting. As soon as the protagonist takes the first bite, the taste of Karare takes over, he jumps out of his seat to everyone's shock and gets into a jig while the meeting is in progress. While enjoying this Kararapan, he is still seen licking his fingers as the taste of Too Yumm! Karare is irresistible. We then cut to a screen and find out there is someone attending this meeting remotely and sees all that has happened, he turns out to be Virat Kohli, who comes in applauding the Karara behavior and talks about the flavours and crunch of Karare, and also mentions that it has 30% less fat. He signs off with the punchline - ‘Too Yumm! Karare. Hothon Se Lagaa Le’.

Talking about the campaign idea, Garima Khandelwal, CCO, Mullen Lintas said: "We wanted to manifest for Karare with what follows when one tastes it, and call it out as a “karara” behaviour, the second campaign after the launch of potato chips earlier this year that’s pitched on taste for the brand. After experiencing the first bite, losing one’s inhibition, eating it like nobody’s watching, lost in the taste is what the commercial drives. Having a popular track helps reinforce this behaviour, juxtaposed in a place where such a behaviour will stand out, such as a board room. Virat once again comes in as the endorser inviting to actively see for yourself what follows when one tastes Karare."

The integrated campaign is live on TV and across Too Yumm!'s online channels and other offline mediums.