Too Yumm! hacks cricket fever with edible placards

Fans across Ahmedabad, Hyderabad, and other cities waved these mega chips high above their heads during matches

by e4m Staff
Published: Apr 17, 2025 5:37 PM | 2 min read

Too Yumm! Recently launched a ‘Too Yumm! To Cheer’ campaign — a perfect example of Indian jugaad at its tastiest. Barred from selling snacks inside stadiums, the brand didn’t step back. Instead, they stepped up with a delicious workaround: giant chips printed with match-day slogans in edible ink. The campaign was executed by FCB Kinnect.

Fans across Ahmedabad, Hyderabad, and other cities waved these mega chips high above their heads during matches — only to bite into them moments later, catching the crowd and the internet by surprise.

Talking about the campaign, Yogesh Tewari, CMO at Guiltfree Industries (RPSG FMCG) said “We at Too Yumm! have always believed our fans are our biggest voice, and appetite. If our snacks found their way into stadiums, it’s only because fans insisted on taking us along. We just made it easier, and a lot more masaledar.”

“This idea started with a loophole and landed with pure love from brand loyalists.” said Rohan Mehta, CEO, FCB Kinnect. “Too Yumm! has always been a challenger brand when it comes to the Indian Snacks Market, and this campaign is a perfect example of how creative thinking can create disproportionate impact. It’s an idea that’s rooted in culture.”

“Hacking things are fun. Especially when it comes to fan service. And this idea was simple and so exciting to pull off.” added Neville Shah, CCO, FCB Kinnect.

Check the camapign here