Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li><keyword id="4511745" type="PERSON" weightage="20" keywordseo="too-yumm">Too Yumm</keyword>! that was launched its journey in 2017 roped in cricketer <keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword> as its face pretty early in its journey.</li><li>Having Kohli as its face, along with various partnerships like <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword> and Inside Edge 2 have helped the brand stay visible. </li><li>Too Yumm! has expanded to many international markets and now is on its way to enter the kid’s category.</li></ul> The <keyword id="724092" type="COMPANY" weightage="20" keywordseo="RP-Sanjiv-Goenka-Group">RP-Sanjiv Goenka Group</keyword> (RPSG) ventured into the food and snacking category in 2017 with the launch of its low-calorie snacks brand, Too Yumm. The step was aimed at helping the group further its foray into the FMCG segment, which it considers to be a major growth driver. Since then, the brand has done its bit to make itself heard. It roped in Virat Kohli as a face of the brand, advertised heavily during IPL and recently partnered with Amazon Prime Video for the second season of its popular web series, Inside Edge. It has also recently came out with a high decibel campaign around four of its new flavors. Since its launch, the brand and done enough and more to stay in the public eye. Moreover, within 2 years of its launch, the brand has been able to scale its operations to reach a Rs 200 crore sales run rate in April 2019, becoming the country’s fastest growing healthy snacking brand in India. Following the reception it got in the country, it also spread to international markets including Singapore, Australia, Dubai, Oman, Bangladesh and Nepal. In a recent conversation with <keyword id="5831697" type="PERSON" weightage="20" keywordseo="Anupam-Bokey">Anupam Bokey</keyword>, CMO, RPSG, FMCG (<keyword id="4326807" type="COMPANY" weightage="20" keywordseo="Guiltfree-Industries">Guiltfree Industries</keyword>), we talk about all the brand has done so far in terms of marketing, and how it further plans to establish itself in a market that is still only opening up to the idea of healthy snacking. Edited excerpts: Q) Healthy snacking as an idea is slowly picking pace in India. Have you been able to convince consumers that healthy really means healthy and doesn’t really mean it won’t taste good? For over two years now, we have built our product around its core of healthy snacking. We waited to first successfully establish ourselves as a dominant player in the healthy snacking category before we could shift our focus to taste. By rolling out our recent flavors campaign, we have done just that. We have identified India’s favorite flavors and incorporated them into our snacks to provide an offering that ranks high on both taste and health benefits. I believe that through the flavors campaign, we will be able to convince our customers that leading a healthy lifestyle won’t mean compromising on taste. Q) Tell us a bit about the recently launched campaign and the thought behind it? Over the years, we have built our brand proposition around the health benefits of Too Yumm! Having established ourselves as a strong player in the category, we now wanted to shift our focus to what consumers tend to take into consideration, more often than not, when deciding between snacks. With our flavors campaign rolling out this year, we have identified India’s favorite flavors and incorporated them into our snacks. What makes our products stand out here is the fact that these flavors have been made specifically to cater to the Indian palete. Our new campaign ‘Har Craving ka Jawaab’ aims to position Too Yumm! as the perfect guilt-free solution to all cravings, irrespective of where or when they arise. The ad campaign reveals India’s favorite flavors according to Virat Kohli – Noodle Masaala, Dahi Pappdi Chaat, Chilli Chataka and Chilli Achaari. The TVCs deliver a strong message that no matter where or when a craving arises, it can be aptly satisfied by opening a pack of your favorite Too Yumm! flavor. Q) How has roping in Virat pretty early in your brand journey helped you build your brand image? We realized rather early on in our journey that to succeed in the healthy snacking category, we would need an influencer. With influencers picking only brands and causes that they support and can get behind, consumers take their opinions into consideration before making a purchase. For us, making Virat our health ambassador helped us successfully reach our target audience and convey the right message. Virat’s personality matches that of our brand and hence our consumers get the right idea. We make sure to rope in our health ambassador in most, if not all our communications with our consumers. Additionally, since he is an inspirational personality representing the most-loved sport of our country and falls within the target age bracket, the match seemed ideal. Being an inspiration to the youth of the country, Virat is admired for his fitness regime and healthy lifestyle. Keeping this in mind, when youngsters look at Virat endorsing and enjoying our brand, they immediately associate it to health and wellness. Our latest ad campaign built around the new flavours shows Virat satisfying his cravings by opening a pack of Too Yumm! Hence, making Too Yumm! an aspirational product for the millennial generation by default. Q) Are there any new categories that Too Yumm! is currently looking at entering? Our next aim is to expand our presence among kids. Since we have already established ourselves in the healthy snacking category and have the parents’ trust on our side, we believe now would be the right time to provide a greater variety of offerings to the children. Q) How was 2019 for brand Too Yumm? Can you share some growth figures? What are your targets for 2020, and how do you aim to achieve these numbers? 2019 has been a good year for us overall. We stayed true to the core of ‘Health’ for our brand and entrenched it further with the genres relevant to us – like sports, travel, music, humour, and health; associated with platforms such as Kumbh, IPL, Karare Strikers gaming, Amazon Prime – Inside Edge Season 2, Mughl-e-azam. In 2019, we also became the first and only FMCG brand to set a Guinness World Record at the Kumbh Mela 2019 by lighting the world’s largest diya as a symbol of good health. Within just 2 years of operation, we have managed to scale operations to reach a Rs 200 crore sales run rate by April 2019 – becoming the country’s fastest growing healthy snacking brand in India. Based on our success in India, we have also expanded distribution to International markets with Singapore, Australia, Dubai, Oman, Bangladesh and Nepal being some of the latest additions. From 5 variants and 15 flavours in the market, we aim to continue growing the healthy snacking market with the launch of newer variants and expansion to new markets. Our latest campaign focuses on the 4 hero flavors of Too Yumm! that are made to suit the India palate. Having established ourselves as a healthy snacking option, we want to introduce Too Yumm! in the kids market as well. So in totality, we have a lot of work and great plans in the pipeline for the brand. Q) How critical a role will your FMCG offerings play in RP <keyword id="6355523" type="PERSON" weightage="20" keywordseo="sanjiv-goenka">Sanjiv Goenka</keyword> Group’s overall growth? FMCG is just in its third year from a start-up; and in the very large RPSG group it’s a rather late entrant and small contributor currently. However it’s one of the most disruptive initiatives within the group that has a large vision and ambition for FMCG play with a very strong focus for the future. Q) What’s your primary media mix? We have a healthy media mix but a larger share of our communication is through TV and digital platforms as that provides us with requisite width to reach and engage our consumers. Q) Going ahead, what will be your broad marketing strategy to grow the brand further and capture a bigger market share? Our marketing strategy is more or less the same to reach our target audience – to provide our consumers with healthy yet tasty options for guilt free bingeing.

Having established itself in the healthy snacking category, Too Yumm! to foray into kid’s category soon

<ul><li>The Sanjiv Goenka-led RPSG group has bagged the Lucknow franchise of the IPL.</li><li>Goenka is happy about the purchase and confident that the investment will be profitable.</li><li>Here’s everything you need to know about the Kolkata-based business tycoon.</li></ul>The Sanjiv Goenka-led RP-Sanjiv Goenka Group (RPSG) has bagged the new Lucknow franchise in the cash-rich Indian Premier League (IPL) for a whopping ₹7,090 crore – close to a billion dollars – marking a return for the company to the world's biggest T20 league. The RPSG group was founded by <keyword id="6355523" type="General" weightage="20" keywordseo="sanjiv-goenka" source="Orion">Sanjiv Goenka</keyword> in 2011, after RPG Enterprises, founded by his father Rama Prasad Goenka, was divided between Sanjiv and Harsh Goenka. The RPSG group is a Kolkata-based conglomerate and its major businesses include CESC, a power generation and distribution company, the 120-year-old music company Saregama and the recently launched snacks brand Too Yumm! The company also operates Spencer’s retail chain, Nature’s Basket, Woodlands Hospital, Harrisons Malayalam and several other companies, making it a total of 22 companies. According to <a href="https://www.forbes.com/profile/sanjiv-goenka/?sh=541d14966301">Forbes</a>, Sanjiv Goenka has a net worth of $2.7B (approx. ₹20,250 crore). The RPSG group reported a revenue of ₹26,634 crore as on March 31, 2021 and has assets worth over ₹47,000 crore. <cmsannotation type="cmsannotation" annotationid="Goenka’s love for sports" comment="subhead" text="Goenka’s love for sports">Goenka’s love for sports</cmsannotation> For Sanjiv Goenka, winning the bid for Lucknow may not be just an investment. Goenka’s love for sports is evident from his other ventures as well. <div type="image" title="E5E3B7AD-FE67-4B15-87BE-3FE36E975B49" msid="87277605" hostid="261" caption="&amp;lt;p&amp;gt;Sanjiv Goenka with Robbie Keane.&amp;lt;/p&amp;gt;"></div> Sanjiv Goenka holds a stake in the ATK Mohun Bagan football club, which is a part of the Indian Super League (ISL). Sourav Ganguly, the president of the Board of Control for Cricket in India (BCCI) is also a co-owner of the ATK Mohun Bagan. The group is also involved in table tennis and owns the RPSG Mavericks Kolkata, which is part of India’s biggest table tennis league, the Ultimate Table Tennis League. <cmsannotation type="cmsannotation" annotationid="Sanjiv Goenka’s second stint in IPL" comment="subhead" text="Sanjiv Goenka’s second stint in IPL">Sanjiv Goenka’s second stint in IPL</cmsannotation> <div type="image" title="4A1F6760-2CCE-41A2-A1E1-4D8BDC7B4640" msid="87277431" hostid="261" caption="&amp;lt;p&amp;gt;Sanjiv Goenka in Rising Pune Super Giants jersey.&amp;lt;/p&amp;gt;"></div> Sanjiv Goenka’s RPSG is no stranger to the Indian Premier League – it had a two-year stint in the IPL after it bagged the Rising Pune Supergiant franchise for IPL 2016 and 2017, after Chennai Super Kings and Rajasthan Royals were suspended from the tournament for two years. Since 2017, Goenka has been eyeing a return to the IPL. In 2016, the team had an average outing, ending up seventh on the table with just five wins. After this, Goenka took the bold decision of dropping Mahendra Singh Dhoni from captaincy and handed over the reins to Steve Smith. This decision turned out well for the team and the team went on to the finals, losing the title to Mukesh Ambani’s Mumbai Indians by the barest of margins – just 1 run. Goenka has returned to IPL with the acquisition of IPL’s latest franchise, Lucknow. The RPSG group had bid for Lucknow, Ahmedabad and Indore. <cmsannotation type="cmsannotation" annotationid="We’ve done our math, says Goenka" comment="subhead" text="We’ve done our math, says Goenka">We’ve done our math, says Goenka</cmsannotation> Soon after the BCCI announced that the RPSG group had won the bid for the Lucknow franchise, Goenka spoke to Cricbuzz. Here are some of the key takeaways from the <a href="https://www.cricbuzz.com/cricket-news/119559/weve-done-our-math-sanjeev-goenka-after-7090-cr-bid-cricbuzzcom">interview</a>. Speaking about why the group selected Lucknow despite winning the bid for both Ahmedabad and Lucknow, Goenka said, “We have operations in Uttar Pradesh. We do power distribution there. We have a very big presence in the northern state. Closer by in Chandigarh, we have the power distribution rights. So for North India, that becomes like a hinterland.” Goenka also revealed the math behind the decision to bid over ₹7,000 crore for the team. “I will probably be paying only ₹3,500 crore in 10 years. It is because I will be getting ₹3,500 crore from the BCCI from the broadcast rights. In the next five years, I may get more [from the BCCI]. The net present value of that is ₹2,100 crore. That means I have got an IPL team for ₹2,100 crore. Tell me, is it good or not?”. In an <a href="https://www.moneycontrol.com/news/business/expect-lucknow-ipl-team-to-command-rs-10000-crore-valuation-in-5-years-rpsg-groups-sanjiv-goenka-7625691.html">interview</a> to Moneycontrol, Goenka revealed that he expects the franchise to be worth over ₹10,000 crore in five years. SEE ALSO: <a href="https://www.businessinsider.in/thelife/news/meet-girish-mathrubootham-founder-and-ceo-of-freshworks/articleshow/86453777.cms">Girish Mathrubootham, the son of a retired bank officer who built a $13 billion company in just 10 years</a> <a href="https://www.businessinsider.in/thelife/personalities/news/murali-divi-the-billionaire-scientist-behind-divis-labs-is-richer-by-6-billion-and-counting-since-the-pandemic/articleshow/86749881.cms">Murali Divi, the billionaire scientist behind Divi’s Labs, is richer by $6 billion, and counting, since the pandemic</a> <a href="https://www.businessinsider.in/business/startups/news/iron-man-vijay-shekhar-sharma-put-his-own-money-on-the-line-to-launch-paytm/articleshow/84468805.cms">‘Iron Man’ Vijay Shekhar Sharma put his own money on the line to launch Paytm — and ten years later the company is ready to go public</a>

Sanjiv Goenka makes a billion dollar comeback to the world's biggest T20 stage

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><ul><li>Facebook is the latest platform trying to stake its claim in the world of influencer marketing with its&#xa0;Brand Collabs Manager tool, launched in June 2018.</li><li>The social network plays matchmaker for brands and influencers on Facebook, connecting them on a broad range of criteria.</li><li>The tool is being welcomed by advertisers, as it has&#xa0;made their influencer search more efficient&#xa0;</li><li>But it threatens an entire cottage industry of&#xa0;talent-rep firms, specialist agencies and influencer databases that cropped up when influencer marketing started to take off.</li></ul>Much like&#xa0;<a href="https://www.businessinsider.com/the-whole-industry-is-so-messed-up-google-may-finally-be-bringing-some-order-to-the-messy-world-of-influencer-marketing-thanks-to-a-forgotten-acquisition-2018-7">Google</a>, Facebook is the latest platform trying to stake its claim on the world of influencer marketing.Facebook <a href="https://techcrunch.com/2018/06/19/facebook-brand-collabs/">recently launched</a> the Brand Collabs Manager, a tool that helps connect brands with social <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword> influencers on its platform. Think of it Tinder for brands, where they can swipe left or right on influencers based on their audience demographics and portfolio of previous sponsored work.The company began testing the product out with small number of brands in January 2018, expanding it to a broader base in June. Over 1,000 creators and 400 brands are already using the the tool.Expect it to roll out more broadly and become a bigger priority for the social media giant as it continues to build and reiterate on it moving forward, the company said."Given how much advertisers tell us they want to be able to reach fresh faces with more accurate understanding of who these folks are - and how much of a business driver it is&#xa0;- Brand Collabs Manager is a big thing we're investing in this year,"&#xa0;Kate Orseth, director of media Monetization at Facebook, told Business Insider.&#xa0;<h2>Brands think it is a game-changer in the influencer space</h2>Facebook is once again flexing its data muscle with Brand Collabs Manager, offering numbers numbers and insights of a wide variety.&#xa0;For example, brands can use the tool to find influencers using a wide range of criteria, including content subject matter, demographics and engagement metrics."It is easy to use as well as customize for your brand, which is important, as what works for one brand in influencer marketing, doesn't necessarily work for another," said Jolie Jankowitz, senior director of influencer marketing and talent partnerships at subscription e-retailer <a href="https://fabfitfun.com/get-the-box/?gclid=EAIaIQobChMIu6vp7sb03AIVzZyzCh1uJg7QEAAYASAAEgLfBPD_BwE">FabFitfun</a>. "Facebook's new tool puts brands in the driver's seat."Specifically, it has made the discovery influencer discovery process far easier and efficient. Instead of having to spend hundreds of hours researching influencers and finding contact information, the creators are essentially being brought straight to brands.<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>"It expedites steps that have previously been very manual," said Samantha Wormser, director of influencer marketing at Power Digital, an agency that has used the tool on behalf of several of its clients.Reese Specialty Foods, for example, needed influencers who could specifically highlight artichokes and hearts of palm in their content. It used Facebook Brand Collabs Manager to find the influencer House of Yumm, who created a video that was then converted into three ads for the brand. The ads led to a 219% increase in impressions for the brand's Facebook page, the company said."Anybody can find an influencer, but if they don't match your goals and audience then your efforts are fruitless," said Sarah Bird, content director at Rinck <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword>, Reese's agency. "It not only gave us exactly what we wanted but also saved us a lot of time in searching."Brands are also enticed by Facebook's unparalleled audience size, scale and reach. They know that once they've found the right influencers, all they have to do is boost that content to get it in front of thousands of eyeballs with paid ads."It's a game-charger in the influencer space," said FabFitFun's&#xa0;Jankowitz.They are also waiting for it to eventually cross over to Instagram, which has historically been more of an influencer haven than Facebook.<h2>Facebook isn't making money from brokering branded content deals - for now</h2>As Brand Collabs Manager rolls out to wider group of marketers, Facebook is merely acting as a facilitator stewarding the matchmaking. It leaves the coordination and production up to the brands and creators, with creators getting to keep 55% of the ad revenue from the ads.Facebook does not take a cut of any of the deals&#xa0;- at least not yet.&#xa0;<h2>But it's potentially bad news for other influencer brokers</h2>Influencer marketing has been steadily gaining steam for a few years, spawning an <a href="https://www.wsj.com/articles/the-danger-of-automating-social-influencer-marketing-1466071200">entire cottage industry of talent-rep firms, influencer agencies and influencer databases that have tried to cash in on the opportunity.</a>And while platforms have shied away from this service-oriented aspect of the business until now, they have started to encroach on this territory, noted&#xa0;Brendan Gahan, founder of Epic Signal.<a href="https://www.businessinsider.com/the-whole-industry-is-so-messed-up-google-may-finally-be-bringing-some-order-to-the-messy-world-of-influencer-marketing-thanks-to-a-forgotten-acquisition-2018-7">YouTube has FameBit</a> for matching&#xa0;creators with brands and facilitating the creation of sponsored videos, Snapchat recently announced the Storytellers program to facilitate collaborations between creators and major advertisers and&#xa0; Twitter has Niche."Every major social platform has now either acquired or developed internal marketplaces to connect creators to brands," he said. "These are major tech companies looking to scale their businesses by creating 'sticky' experiences to keep as many consumers engaged as possible so that they have a volume of content to sell ads against."By creating opportunities for top creators to generate revenue, it is clear that the platforms are trying to incentivize influencers to invest in the platforms and continue creating content for them. In other words, the more money a creator makes on Facebook, the more videos they'll make for Facebook and the more ads they'll buy on Facebook, theoretically.But at the same time, the more brands that use&#xa0;Facebook's own influencer platform - the less frequently they'll need other such partners.&#xa0;"Everytime Facebook has made an investment into something that they've deemed worthy of going to market with, it's had repercussions," said Rinck Advertising's Bird.&#xa0;"If I were a&#xa0;third-party platform, I'd be a little concerned.""There are businesses that will be disrupted and go out of business," agreed Epic Signal's Gahan. "There are a lot of similar marketplaces that offer the same thing, without the depth of Facebook's data. They will be hurt the most."But others believe that it does not necessarily spell doom. While some middlemen may be cut out on the platform side, the need for vetting influencers still remains and cultivating relationships with influencers continues to be a priority for brands looking to forge authentic connections with consumers.<h2>On the flip side, working with influencers is 'as much art as it is science'</h2>"Identifying influencers is just the beginning&#xa0;- identifying the right influencers is something entirely different, and involves significantly more work and human insight than simply plugging in some demographic data," said Kyla Brennan, CEO of influencer management agency and network HelloSociety. "Influencer sourcing is just as much art as it is science."Platforms are, by their very nature, extremely biased, according to Alexa Tonner, co-founder of influencer marketing agency Collectively Inc.&#xa0;Influencer marketing agencies are important not just for the nuances, but also to provide brands an unbiased and neutral perspective, she says."YouTube wants you to put all of your budget into YouTube, Facebook wants all your budget on Facebook. But that's not true to most consumers' behaviors or how most influencers connect with their audience," she said."Any influencer strategy that can't take advantage of multiple channels is missing a key piece of the puzzle and the heart of influencer marketing's effectiveness."Brands too don't seem to be willing to completely stop relying on influencer agencies either. For&#xa0;Laurin Hicks, director of US digital marketing at Benefit Cosmetics,&#xa0;both platforms and influencer agencies can bring something to the table, and it doesn't make sense to work solely with a platform and forgo establishing or nurturing an influencer-agency relationship."The influencer agency is an expert on what is authentic to the influencer and what would be most synergistic between the brand and the influencer, while the platforms bring data and can help us target and optimize our messaging," she said. "The two can work in tandem."<div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/state-street-cmo-hannah-grove-says-everyone-needs-to-be-the-ceo-of-theirown-brand-2018-8">The CMO of $30 billion financial giant State Street says to be successful, you have to be the CEO of your own brand</a></h3> <div> </div> </div></hr>

'There are businesses that will be disrupted and go out of business': Facebook's foray into influencer marketing is good news for brands but maybe bad news for influencer firms

You Searched For "too yumm" and got 3 results

Having established itself in the healthy snacking category, Too Yumm! to foray into kid’s category soon

Samarpita Banerjee

Sanjiv Goenka makes a billion dollar comeback to the world's biggest T20 stage

Rounak Jain

'There are businesses that will be disrupted and go out of business': Facebook's foray into influencer marketing is good news for brands but maybe bad news for influencer firms

Tanya Dua

Popular Keywords

Buying Guides