Despite all the health-consciousness, when it comes to snacking, we Indians crave for something masaledaar and tasty, followed later by guilt. Hence, we positioned the brand as the taste-first healthy snack and gave it the name “Too Yumm”.  The strategic master stroke was to get Virat Kohli as the brand endorser. Campaign after campaign we created an engaging intrigue around health-freak Virat binging and craving for Too Yumm taste.