In a spirited fusion of flavor and fun, Sunfeast YiPPee! noodles and Kerala-based rapper and actor Neeraj Madhav join forces to launch a one-of-its-kind rap song celebrating the unique snack-culture of Kerala. Song titled “Pottatte Padakkam!” taps into the growing wave of rap in the state and playfully shines the spotlight on an everyday moment.

YiPPee! embodies all things fun, energy and excitement. A brand that encourages consumers to be ‘full of life’. With this unexpected collab YiPPee! is bringing all of that to the hearts and homes of Kerala. The electrifying tempo of the song and Neeraj’s strong connect with Malayali families perfectly hits the right chords. It’s all about the family moment, the evening snack break, the energy-boosting bowl, delivered with rap, rhythm and fun.

The song composed and sung by Neeraj Madhav himself, opens on a core scenario: A young boy, tired and hungry after a long day of study, flops onto the sofa. His Mom meanwhile, is grooving to visual beats of Neeraj Madhav’s rap and dance on the TV. She then hands him a bowl of YiPPee! noodles and as he takes his first slurp, the mood shifts. His energy rebounds. The rap kicks in. He joins the dance. He smiles.

Mr. Ali Harris Shere, BU Chief Executive Snacks, Foods & Beverages, Foods Division, ITC Limited. said,

“We believe that every bowl of YiPPee! has the potential to turn an ordinary evening into an extraordinary moment of fun & excitement. With this cultural anthem in Kerala, we’re excited to take our brand promise to the next level”.

“When YiPPee! approached me with the idea, I instantly connected with it. Rap in Kerala is still finding its unique sound, and this project gave me a chance to merge that evolving rhythm with something we all love food and family. The anthem is full of heart, energy and local vibes just like Kerala itself!” said Neeraj Madhav, rapper, composer and actor.

While YiPPee! has already brought region-specific communication across multiple states for instance: in Odisha the brand leveraged local art form Pattachitra, Andhra Pradesh with Cinema

Seenu and in Tamil Nadu with “YiPPee Podu!” campaign respectively. With this new communication the brand aims to foster deeper connect with consumers in Kerala.