YiPPee! Noodles collaborates with Neeraj Madhav on rap anthem in Kerala

New Delhi: Sunfeast YiPPee! noodles has joined forces with Kerala-based rapper and actor Neeraj Madhav to launch a rap song titled “Pottatte Padakkam!”, celebrating the state’s snack culture. The song taps into Kerala’s growing rap scene while highlighting everyday family moments.

The collaboration reflects the brand’s focus on fun, energy and engaging experiences, with Neeraj Madhav providing the vocals and composition. The music video centres on a young boy returning home tired from studying.

His mother, dancing along to Neeraj’s rap on TV, serves him a bowl of YiPPee! noodles. As he takes his first bite, his energy revives, and he joins in the dance, illustrating the connection between food, rhythm and daily life.

Ali Harris Shere, BU Chief Executive Snacks, Foods and Beverages, Foods Division, ITC Limited, said, “We believe that every bowl of YiPPee! has the potential to turn an ordinary evening into an extraordinary moment of fun and excitement. With this cultural anthem in Kerala, we’re excited to take our brand promise to the next level.”

Neeraj Madhav added, “When YiPPee! approached me with the idea, I instantly connected with it. Rap in Kerala is still finding its unique sound, and this project gave me a chance to merge that evolving rhythm with something we all love, food and family. The anthem is full of heart, energy and local vibes, just like Kerala itself!”

The campaign continues YiPPee!’s region-specific initiatives, following previous localised communications in Odisha using Pattachitra art, in Andhra Pradesh with Cinema Seenu, and in Tamil Nadu through the “YiPPee Podu!” campaign, reflecting an ongoing effort to resonate with local audiences.

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