Knorr, a well-known food brand, is currently making headlines with its latest marketing campaign choice:
partnering with stand-up comedian Samay Raina to promote its Korean Ramen range.
This collaboration raised eyebrows, largely because comedian Samay Raina is known for his unpredictable and often controversial humour—an unusual fit for Knorr, a brand that traditionally plays it safe with its wholesome image.
Here’s a breakdown of their collaboration:
Past Success (and Chaos)
The history between Knorr and Samay Raina dates back to December 2024.
Deepti Karthik, a fractional CMO at the time, publicly shared that Raina had insisted on creative control.
The campaign took an even stranger turn when the content appeared completely misaligned with Knorr’s tone and values. It was so jarring that the brand ended up pulling it from all official channels shortly after it went live.
However, that “unconventional post resulted in sales worth more than ₹25 lakh in the next two months”.
It became the brand’s most profitable influencer collaboration.
This surprising success forced Knorr to rethink how an “unsafe” personality like Raina could influence purchases.
The New Campaign: Embracing Chaos
Conceptualised by Pepper Creative Agency, the current ad for its Korean Ramen range directly plays on Samay Raina’s unpredictable nature.
The video opens with a Knorr brand manager and agency team brainstorming a “viral video,” with the manager feeling a “bad feeling about it”.
Raina then bursts in, tears up a script, and causes havoc, even intentionally spilling tea on the ramen bowls (typical Samay Raina:)
In a meta-commentary, Raina suggests using this entire “mess” as the actual campaign.
Curiously, the ramen product itself is barely shown or mentioned.
The three flavours (Kimchi, Gochujang, and Jjajangmyeon) are mainly highlighted in the hashtags of Raina’s Instagram post and briefly appear in the video.
The ad is less about the product and more about Raina’s “unpredictable and chaotic” persona.
The campaign is basically a self-commentary on virality, suggesting that chaos can be as effective as structure in selling.
Why This Bold Strategy?
Raina has a history of controversy, including an episode of his show India’s Got Latent being pulled due to offensive language.
Despite this, Knorr is leaning into his disruptive appeal, possibly recognising that authenticity, even chaotic, can drive results.
This choice reflects a shift in influencer marketing towards more authentic, less-scripted creator voices.
Raina’s popularity among Gen Z and young millennial audiences, who are also interested in K-dramas and Korean food, creates a valuable connection for Knorr.
The new video even references Raina’s viral moment earlier this year where he dressed as a K-drama character.
Knorr first launched its Korean Ramen range in December 2024 with a partnership with Netflix’s Squid Game, featuring a “Dare to Slurp” challenge.
By bringing Raina back, Knorr is moving from a broader pop-culture tie-in to a more specific, edgy influencer approach.
Conclusion
Knorr’s decision to feature an “unsafe” influencer and barely showcase the product is a bold move.
Knorr and Pepper Creative are prioritising viral buzz and direct sales data over traditional brand messaging and control.
The previous success with Raina likely proved that his unique connection with his audience translates directly into purchases.
This chaotic marketing approach may indeed lead to surprisingly strong results again.
Talking about chaotic campaigns, did you know that an actress recently sold her bathwater soap? YES! Soap made from her actual bathwater. Read the full story here:
She Sold Her Bathwater for $8: And Nearly 1 Million People Wanted It!
