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Too Yumm!, the snacking brand from the house of Guiltfree Industries, FMCG division of the RP-Sanjiv Goenka Group, announced its collaboration with Amazon Original Series Inside Edge Season 2, which launched on December 6 across 200 countries and territories. The first season of the web series was nominated for the 2018 International Emmy® Awards in the Best Drama Series category.

Building on the success of its International Emmy nomination last year, Inside Edge is the story of the Mumbai Mavericks, a T20 cricket franchise playing in the PowerPlay League.  In the next edition of the PPL, a volatile Vayu Raghavan leads the Mumbai Mavericks to face their biggest adversary yet, the Haryana Hurricanes, who are led by a reinvented Arvind Vashisht. But the teams must also counter colossal scandals that will rock the world of cricket.

In the series, Too Yumm! is one of the sponsors of the PowerPlay League and Mumbai Mavericks Captain, Vayu Raghavan, is seen enjoying the snack. Here is a link to the video where the Vayu Raghavan talks about his hunger off the field and Too Yumm.


Vayu Video

As a brand that promotes healthy bingeing, this season Too Yumm! encourages consumers to indulge in their tasty range of guilt-free snacks while binge-watching the highly anticipated Season 2 of Inside Edge.

Commenting on the collaboration, Anupam Bokey, CMO, Guiltfree Industries (RPSG, FMCG) said, “Our brand is youth-centred and focuses on fitness as well as healthy eating. Viewers, including most of us, indulge in some snacking when watching our favourite sport or series. Through our association, we want to provide customers just like us, an option to binge watch and eat guilt-free! Our long-standing connection with India’s favourite sport, cricket, is highlighted through our collaboration with ace cricketer Virat Kohli. We believe that our collaboration with Amazon Prime Video’s Original Series, Inside Edge Season 2, is a great way to connect with our target audience and showcase our brand personality to them, while also creating a lasting association between content watching and healthy snacking!”

Speaking on the collaboration, Gaurav Gandhi, Director and Country GM, Amazon Prime Video India, said, “At Amazon Prime Video, we are continuously raising the bar in the entertainment space by creating world-class original shows like Inside Edge. To take this high-quality content to our customers, we constantly look at innovative and engaging ways to market this content, including association with like-minded partner brands.  Inside Edge is a show that our customers will absolutely love to binge-watch, so we are happy with the association with a brand like Too Yumm!, which is positioning its ‘guilt-free’ healthy snacks as a companion to engaging entertainment content. ”