VRB Consumer Shakes Up the Cup Noodles Category with the Launch of WokTok by Veeba

National, October 22, 2024: VRB Consumer Products Pvt. Ltd. is excited to announce its bold entry into the Cup Noodles category with the launch of WokTok by Veeba! This latest offering brings an innovative fusion of Pan-Asian and Indian flavors to consumers, featuring a better-for-you range with No Added MSG, No Palm Oil, and No Maida, making it a guilt-free indulgence for noodle lovers. The launch will be spearheaded by a captivating TV campaign that humorously showcases how Indians effortlessly make global cuisines their own, adapting them to suit the signature Indian palate. The film brings to life amusing, relatable scenarios where characters of Chinese origin take on quintessential Indian quirks—whether it's shadow bowling in cricket, doing the famous nagin dance at a wedding, or tilting a scooter before kick-starting it. These lighthearted moments beautifully capture the essence of the campaign’s tagline: “Chinese, Par Apne Style Se!”—celebrating how global cuisines are seamlessly blended with India’s culinary flair. The campaign will unfold through a comprehensive 360-degree approach, headlined by the TVC, and further amplified across digital platforms, social media, and in-store branding. This multi-platform strategy ensures an immersive experience, capturing the attention of a wide audience and solidifying WokTok's place in the Pan-Asian and Cup Noodles market. WokTok's cup noodles cater to Indian taste preferences, offering five delicious and distinctive flavors: Chowmein, Masala, Manchurian, Kung Pao, and Spicy Korean. With its bold flavors and high-quality ingredients, WokTok aims to become a household favorite across India. In addition to cup noodles, the brand is also launching a range of dipping and culinary sauces, all crafted with No Added MSG, making them the perfect accompaniment to any meal. Niyati Kochhar, VP Marketing, VRB Consumer Products Pvt. Ltd., said, “Creating WokTok has been a labour of love—one that celebrates how we, as Indians, embrace and adapt anything by adding our signature twist. Our campaign, ‘Chinese, Apne Style Se,’ captures this beautifully. From food to culture, we have always made things our own, and WokTok is no different. With this launch, we’re speaking to a new generation—the WokTok generation—who values authenticity but also seeks personalization. They crave bold flavors that resonate with their unique palate, and WokTok offers just that, combining the best of both worlds in a way that’s distinctly theirs.” Enormous Brands managing partner & CCO Ashish Khazanchi said, “WokTok, the latest brand in the instant noodles segment, is set to revolutionize the market with its new line of products: “Chinese but apne style se.” Rooted in the essence of India’s love for bold, diverse flavours, WokTok combines the richness of traditional Chinese cuisine with bold Indian takes. The campaign captures the evolving Indian psyche that craves global experiences but with a familiar, comforting Indianness. WokTok’s bold, exciting flavours and packaging are designed to resonate with India’s youth, offering a quick, delicious, and distinctly Indian spin on the beloved Chinese noodles. It’s not just noodles, it’s Chinese – but our own way.” TVC Link: https://www.youtube.com/watch?v=Ktsgtrok1kc About VRB Consumer Products Pvt. Ltd. A decade young in the industry, VRB Consumer Products is one of the fastest-growing Indian consumer product companies, known for its commitment to innovation and delivering better-for-you products. Currently, VRB manufactures and markets food and beverage products in India and across the globe, including condiments and sauces, syrups, and beverages under a portfolio of five credible brands. With a robust presence across General Trade, Modern Trade, and e-commerce channels, VRB blends the scale and expertise of a large manufacturing company with the agility and energy of a start-up to create unique value propositions. The company is dedicated to meeting the evolving preferences of consumers while maintaining its focus on high-quality, innovative offerings.