MUMBAI: Nash8, the two-year-old rebel in India’s creative agency circuit, is turning heads and thumbing through manga to redefine digital-first storytelling. Its latest campaign for Too Yumm! K-Bomb, featuring Ananya Panday, is a full-blown manga-meets-masala moment crafted with Gen Z precision and platform-native flair.

The campaign's centrepiece is a short-form podcast in manga style, dropped straight into Instagram Reels, with Panday as a snappy, snack-obsessed alter ego. Vibrant visuals, QR-led real-world extensions, and billboard art channelled straight from Tokyo’s street corners. this wasn’t an ad, it was a digital universe.

“Gen Z can smell a traditional ad from a mile away,” saID Nash8 founder and creative director, Nasheet Shadani. “For Too Yumm!, we created a universe that didn’t just reference manga — it lived and breathed it. We read over 50 manga books before we even started designing. That’s the kind of depth we try and bring to the table.”

With clients like Urban Company, MakeMyTrip, Zee5, and NoBroker already under its belt, Nash8’s approach is crystal clear: no repurposed TVCs, just scroll-stopping, mood-board-ready stories that feel more vibe than pitch.

In an industry still catching up to Gen Z’s attention span, Nash8 is proving that the future of advertising isn’t about shouting louder, it’s about speaking the right language, one perfectly placed frame at a time.