Too Yumm! To Cheer turned a stadium ban into snackable brilliance. With no access to sponsorships or in-stadium sales, during India’s biggest cricket tournament, Too Yumm! pulled off a classic desi jugaad: the world’s first edible cheer signs.

The campaign, in collaboration with FCB Kinnect, created giant chips designed as fan posters, complete with match slogans in edible ink, which were packed individually for hygiene and smuggled into stadiums by fans.

As they munched mid-match, the slogans disappeared, leaving just two words: Too Yumm! A snack disguised as a poster disguised as an ad, it slipped through rules and straight into the spotlight.

More than a stunt, it was a moment of fan-fuelled rebellion, proving that in a league of big spenders, you don’t need a billboard to steal the game.