MUMBAI: Dentsu India, the integrated full-service communications agency from Dentsu Aegis Network, has launched a new campaign for Top Ramen for its rapidly growing variant - Top Ramen Curry.

Top Ramen is one of India’s leading FMCG brands under the noodle category.

The brand is positioned to bring alive a whole new side of noodle consumption by communicating the product USP – the sauce. ‘SAUCY’ is meant to cater to the evolved taste of noodle lovers who like the taste and texture of curry. Top Ramen Curry also adds a unique texture to the food tasting experience with a flat noodle and is available in chicken variant as well.

The film showcases a new way of eating curry noodles titled “Eat Saucy Style’’, which brings out the cheeky, naughty and fun side in all of us. The retro theme, the quirky music and the cheeky word play makes the film very catchy and interesting.

Nissin India foods director of marketing Ryusuke Miyake says, “Top Ramen Curry /Chicken Curry with its evolved taste and texture - saucy and slurpy flat noodles, is perfectly suited for adult consumers. Hence the showcase of playful grown-ups enjoying their noodles in a new style, and hence the tagline - “Eat Saucy Style.”

Dentsu India CEO Simi Sabhaney adds, “We started with taking ‘Saucy’ seriously. We ended up making it seriously funny.”

Dentsu India executive vice president Samrat Chengapa mentions, “A few funny jokes, watching a 70s flick, a great tasting saucy noodle and a client with a sense of humour. Voila!”

The film is currently being broadcast on television as well on digital platforms.