Knorr Gambles on Samay Raina for Korean Ramen

Knorr, a major food brand, is making headlines with its latest marketing move: betting on stand-up comedian Samay Raina to promote its Korean Ramen range. This partnership is unusual because Raina is known for his unpredictable, sometimes controversial humor, which seems to clash with Knorr’s typically family-friendly image. Yet, this "gamble" is rooted in a surprising past success where Raina’s off-script approach led to massive sales. 

The Unpredictable Influencer: Samay Raina’s Appeal

In December 2024, Deepti Karthik, a fractional Chief Marketing Officer (CMO), shared an experience with Samay Raina that many brands might call a nightmare, but which turned out to be a goldmine. Raina, in a previous collaboration, insisted on his own format and resisted brand edits. The result was a post that brand managers found "out of sync" with their image and promptly removed from all official channels. 

However, the unconventional post generated over ₹25 lakh in sales within two months, becoming the brand’s most profitable influencer collaboration. Karthik expressed her bewilderment: "For someone who chooses dark humor, someone whose fan page is full of vile comments, how is he influencing purchase?" 

This contradiction lies at the heart of Knorr’s new campaign for its Korean Ramen. 

The Campaign: Chaos as Strategy

Conceptualized by Pepper Creative, the new Knorr ad for its Korean Ramen range directly addresses Samay Raina’s unpredictable nature. The video opens with a Knorr brand manager and agency team brainstorming a "viral video." The manager's uneasy premonition of "a bad feeling about it" is quickly validated as Raina bursts onto the scene, tearing up a script and creating havoc.  He even intentionally spills tea on the three ramen bowls, much to the horror of the others, while looking pleased with himself. 

In a meta-commentary, Raina suggests using this entire "mess" as the actual campaign.  Curiously, the ramen itself is barely shown or mentioned. The three flavors—Kimchi, Gochujang, and Jjajangmyeon—only briefly appear in the video and are primarily highlighted in the hashtags of Raina’s Instagram post.  The ad is less about the product and more about Raina’s "unpredictable and ‘brand unsafe’" persona. 

Raina has a history of courting controversy; an episode of his show India’s Got Latent faced backlash for vulgar language and was eventually pulled.  Despite this, Knorr has chosen to lean into his disruptive appeal, perhaps understanding that authenticity, even if chaotic, can drive results. 

Knorr’s Korean Ramen Journey: From Squid Game to Samay Raina

Knorr first introduced its Korean Ramen range in December 2024 through a high-profile partnership with Netflix’s Squid Game.  The “Dare to Slurp” challenge invited participants to finish a bowl of ramen in 60 seconds, with “elimination” for those who failed.  This campaign leveraged the global K-culture wave and Squid Game's immense popularity to connect with consumers across geographies. 

The initial Squid Game collaboration featured celebrity influencers like Orry and Uorfi, creating high-energy, interactive content.  Knorr's campaigns have consistently aimed to celebrate the influence of K-culture and connect people through shared passions. 

Now, by bringing Samay Raina back, Knorr seems to be moving from a broader pop-culture association to a more specific, edgier influencer strategy. The current campaign is one of Raina’s more prominent collaborations this year, with another recent video showing him dressed as a K-drama character, a nod to the growing K-wave that Knorr aims to ride. 

The Strategy: Brand Unsafe, Sales Safe?

The decision to feature an influencer known for being "brand unsafe" in a campaign that barely showcases the product is a bold move in the world of influencer marketing.  It suggests that Knorr and Pepper Creative are prioritizing viral buzz and raw sales data over traditional notions of brand messaging and control.  The previous success with Raina likely proved that his unique connection with his audience translates directly into purchases, even if the content doesn't fit conventional marketing molds.