As indulgence-led snacking evolves, young consumers are seeking snacks that deliver intensity, personality and share-worthy moments and not just taste. Responding to this shift, Sunfeast Wowzers from ITC Ltd. has dialled up the sensory drama with a bolder, cheesier and crunchier communication. Staying true to its core, Wowzers brings alive indulgence through its signature 28-layer cracker enrobed in an indulgent cheesy crème, creating a cracker that doesn’t just taste cheesy, but feels cheesier with every bite, taking the ‘wow’ a notch higher.
The new campaign translates this heightened product experience into a fresh, youthful film that speaks the language of young consumers. Conceptualized by Ogilvy, the film unfolds in a vibrant, high-energy setting, capturing spontaneous snack breaks among friends. Riding on the growing trend of ASMR, the TVC engages deeply with the product’s sensory appeal. The film brings alive the indulgence through immersive sound and rhythm, mirroring how today’s youth experience food.
With this communication, Sunfeast Wowzers strengthens its positioning by moving beyond conventional product claims to build a stronger cultural connect with young consumers. By pairing a cheesier product experience with a fresh, vibe-led visual language, the brand makes indulgence feel contemporary, premium and socially relevant.
Commenting on the new campaign, Suraj Kathuria, Head of Marketing, Sunfeast at ITC Limitedsaid,
Adding the creative perspective, Puneet Kapoor, Chief Creative Officer, Ogilvy Southsaid,
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