Yippee! partners with Neeraj Madhav to spotlight Kerala snacking

Sunfeast YiPPee! noodles has launched a regional campaign in Kerala featuring a new rap track titled ‘Pottatte Padakkam!’ created and performed by Kerala-based rapper and actor Neeraj Madhav. The collaboration aims to tap into the state’s growing rap movement while highlighting the everyday snack moments that define family routines.

Positioned around themes of energy and fun, YiPPee! brings this proposition to Kerala through an unexpected cultural partnership. The track’s lively tempo and Madhav’s strong connection with Malayali households are intended to resonate with families and underline the brand’s focus on shared evening snack occasions.

The music video opens with a young boy returning home tired after a day of study and collapsing onto a sofa. His mother is seen enjoying the beats of Madhav’s rap on television. She serves him a bowl of YiPPee! noodles and the atmosphere changes as he takes his first slurp. His energy lifts, the rap intensifies and he joins in the dance, illustrating the campaign’s emphasis on small, joyful family moments.

Ali Harris Shere, bu chief executive snacks, foods and 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 and excitement. With this cultural anthem in Kerala, we’re excited to take our brand promise to the next level.”

Madhav said: “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!”

YiPPee! has previously adopted region-specific communication, including Pattachitra-inspired work in Odisha, ‘Cinema Seenu’ in Andhra Pradesh and the ‘YiPPee Podu!’ campaign in Tamil Nadu. The brand’s latest effort aims to deepen its engagement with consumers in Kerala. ‘Pottatte Padakkam!’ is now available across major audio platforms.