To launch Too Yumm!’s Multigrain Chips, we needed a campaign that cut through the noise.
Enter #WhyChipsVirat—cricket icon Virat Kohli was “caught” bingeing on crisps, sparking curiosity and debate. Was he ditching his diet? We built drama across entertainment and sports media, fuelling speculation until Virat’s open letter revealed the guilt-free, baked twist during an IPL match. The campaign trended No.1 on Twitter and aired as Breaking News on 12 national channels.
• Earned 60+ stories in 5 days
• 41M+ organic impressions
• 328M in PR value, and widespread recognition as a campaign masterstroke