Knorr’s latest campaign for its Korean Ramen range takes a bold turn by again collaborating with stand-up comic Samay Raina—despite a past partnership that clashed with the brand’s tone. While the earlier campaign faced internal backlash for being off-brand, it surprisingly drove over ₹25 lakh in sales, making it the brand’s most profitable influencer effort.
Now, Knorr leans into Raina’s chaotic, “brand-unsafe” persona with a self-aware ad created by Pepper Creative. The video shows Raina disrupting a marketing meeting and suggesting that the resulting mess be the campaign. The ramen itself gets minimal screen time, appearing mainly in hashtags.
The campaign follows Knorr’s December 2024 launch of its Korean Ramen range—featuring Kimchi, Gochujang, and Jjajangmyeon—initially promoted through a Squid Game-themed “Dare to Slurp” challenge.