Sunfeast Yippee teams up with Neeraj Madhav for Kerala rap anthem

Sunfeast Yippee noodles has released a new Kerala centric rap anthem, Pottatte Padakkam, created in collaboration with rapper and actor Neeraj Madhav. The track taps into the state growing rap culture while celebrating one of its most familiar daily rituals, the evening snack break.

Positioned as a brand that stands for fun, energy and excitement, Yippee aims to show how a simple bowl of noodles can lift everyday moments. With this collaboration, the company is looking to take that promise deeper into Malayali households by pairing its product with a sound and star that feel rooted in local culture.

Composed and sung by Neeraj Madhav, the music video opens with a young boy returning home after a tiring study session. He drops onto the sofa, clearly exhausted, while his mother is seen watching Neeraj perform a rap on television. She hands him a bowl of steaming Yippee noodles and, with the first slurp, his mood shifts. The rap kicks in, the energy lifts and the boy joins in the performance, turning an ordinary moment into something more playful.

Ali Harris Shere, BU chief executive snacks, foods and beverages, foods division, ITC, said the brand sees every serving of Yippee as an opportunity to change the tone of the day.

“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 are excited to take our brand promise to the next level,” he said.

For Neeraj Madhav, the project brought together two cultural touchpoints he relates to strongly, local rap and shared food moments.

“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,” he said.

By leaning into regional music and a familiar household setting, Yippee is positioning Pottatte Padakkam as more than just a jingle. The track is framed as a cultural anthem that mirrors how young consumers in Kerala eat, listen and unwind, while reinforcing the brand as a snack that fits naturally into those everyday rhythms.

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