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Snack brand Too Yumm has launched the new #KarareBeatsChallenge campaign featuring Indian cricketer and brand ambassador Virat Kohli.

The brand wanted to create engagement by leveraging songs from the Saregama library, owned by RPSG Group. To leverage Saregama’s extensive library and create engagement for the brand, Too Yumm! kickstarted the dance challenge featuring Kohli. 

With the special Karare Beats Filter, the audience is being given a choice between four peppy songs. They were asked to choose one song and create a video of themselves changing a mundane situation by simply biting into the masaledaar taste of Too Yumm! Karare.

The four songs were remixed with Too Yumm!’s popular track “Karara Hogaya” to further show the transformation from boring to fun. To give this challenge the right push, many popular faces from the world of the internet were roped in, like Rithvik Dhanjani, Punit Pathak, among others.

The challenge gained a lot of traction over platforms like Josh as well. People across the platforms sent in their entries to win signed bats by Kohli. 

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A post shared by Virat Kohli (@virat.kohli)

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A post shared by Punit J Pathak (@punitjpathakofficial)

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A post shared by Rithvik D (@rithvik_d)

Yogesh Tewari, VP Marketing at RPSG FMCG Division, said, “We have always believed in reaching out to our consumers in the most unique and contemporary ways possible and what could have been a better time to leverage the ever-growing love of our target audiences for music and dance. We aim at establishing Too Yumm! Karare as a mood transformer owing to its masaaledar taste and refreshing crunch.”

“The Too Yumm! Karare Beats challenge was kick started by our brand ambassador Virat Kohli and has till date reached approximately 28 million audiences and has received overwhelming response from across. Our intent with Too Yumm! is to always add masala to the everyday monotony,” Tewari added.

Mithun Mukherjee, ECD, Kinnect, said, “They say old is gold. When we decided to put the Karare Beats challenge out, we wanted to add a bit of Karara flavour to this thought and bring it alive for our audiences. The result was Karare Beats - a fun dance challenge that fused the original classics from the yesteryears to our fun modern version of Karara Ho Gaya. Virat Kohli kicked off the challenge with a fun move and excited participants. We got a lot of people dancing to our beats and winning the coveted ‘signed bat’ from Virat Kohli. Consumers can expect a lot more fun engagements this year as well.”

As per the brand, the campaign garnered more than 307 million+ views with a 28 million plus reach and 22.6 million engagements across platforms.