Mumbai: Sunfeast YiPPee! has launched its latest campaign celebrating its popular Magic Masala variant, with Indian cricketer Jasprit Bumrah stepping into an unexpected, light-hearted avatar. Titled around the idea of “Eat Like No One Is Watching,” the campaign showcases a fun, carefree side of Bumrah that fans rarely get to see.
Conceptualised by Ogilvy, the film captures Bumrah letting his guard down as he enjoys a bowl of YiPPee! Magic Masala noodles, fully immersed in the moment. Known for his composed on-field persona, Bumrah appears spontaneous, witty and relaxed, reinforcing the idea that the best food experiences are those enjoyed without inhibition.
Talking about his association with the campaign, Jasprit Bumrah said, “What I loved about this film is how real it feels. I got to be myself off-field, there’s no act just enjoying my favourite YiPPee! noodles the way I want to.”
Speaking about the campaign, Suresh Chand, Vice President & Head of Marketing – Snacks, Noodles & Pasta, Foods Business, ITC Ltd, said, “YiPPee! has always believed that food should be fun and full of flavour. In this campaign, there were no rules, Bumrah was spontaneous and truly revealed the fun-loving foodie he is which none of us have seen. He brought to life the joy of eating where taste takes over and nothing else matters.”
Rooted in everyday relatability, the film celebrates a core brand truth — when the taste is right, inhibitions fade away. From slurping to savouring, the narrative places authentic food enjoyment at the centre, reinforcing YiPPee!’s belief that food is meant to be experienced rather than styled.
A spokesperson from Ogilvy added, “The idea was simple, capture Bumrah being completely unfiltered while enjoying YiPPee! Magic Masala. No rules, no styling—just the honest joy of eating food you love.”
