India – VRB Consumer Products has teamed up with Enormous Brands India to launch an exciting new campaign for its latest cup noodles offering, WokTok by Veeba, which celebrates the rich and diverse flavours of Indian cuisine.
WokTok by Veeba marks VRB Consumer Products’ entry into the cup noodles category, introducing consumers to a delightful fusion of Pan-Asian and Indian flavors. This product line emphasises health, featuring a ‘better-for-you’ range that contains no added MSG, no palm oil, and no maida.
To promote this launch, VRB Consumer Products has released a campaign film that humorously illustrates how Indians effortlessly adapt global cuisines, transforming them to suit their unique palate.
Created by Enormous Brands India, the campaign features humorous scenarios where Chinese characters embrace quintessential Indian quirks—such as shadow bowling in cricket, performing the nagin dance at weddings, and tilting a scooter before starting it—all embodying the tagline: “Chinese, Par Apne Style Se! (Chinese, But in Our Own Style!)”
The campaign employs a comprehensive 360-degree strategy, led by a television commercial and further enhanced across digital platforms, social media, and in-store branding. This multi-platform approach creates an immersive experience that captures a wide audience’s attention and strengthens WokTok’s position in the Pan-Asian and cup noodles markets.
Niyati Kochhar, VP of marketing at 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 flavours that resonate with their unique palate, and WokTok offers just that, combining the best of both worlds in a way that’s distinctly theirs,” Kochhar added.
WokTok’s cup noodles are tailored to Indian taste preferences, featuring five distinctive flavours: Chowmein, Masala, Manchurian, Kung Pao, and Spicy Korean. With bold flavours and high-quality ingredients, WokTok aims to become a household favourite in India. The brand is also launching a range of dipping and culinary sauces, all made without added MSG.
Ashish Khazanchi, managing partner & CCO of Enormous Brands, expressed, “WokTok, the latest brand in the instant noodles segment, is set to revolutionise 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,” Khazanchi further explained.
