In a strategic move aimed at expanding its reach and tapping into urban markets, Too Yumm! has taken advantage of the widespread popularity of Bigg Boss OTT 2 by introducing its latest product. We had the opportunity to speak with the Vice President of Marketing at Too Yumm! to delve into the strategy behind this initiative and gain insights into their marketing approach.

The latest season of Bigg Boss OTT garnered attention by offering viewers an immersive experience with continuous access to their favorite influencers, a notable departure from the conventional format of short 60-90 second video clips. Seizing upon this unique format, Too Yumm!, a venture under the RP-Sanjiv Goenka Group, unveiled its innovative product, "BHOOT CHIPS," in collaboration with the well-known hot sauce brand, Naagin. A standout feature of the show was a specially designed challenge that required contestants to compose a catchy jingle inspired by the imagery of Too Yumm!'s new product.

This strategic move not only enabled the brand to gather content from popular influencers featured on the show but also presented an avenue to promote their product extensively to a massive audience, particularly through platforms like JioCinema.

By leveraging the distinctive dynamics of Bigg Boss OTT 2 and aligning with the entertainment preferences of urban consumers, Too Yumm! is undoubtedly making waves in the market. The collaboration with Naagin and the creative challenges on the show have contributed to a powerful marketing strategy that caters effectively to the evolving tastes of metro audiences.