Mumbai: Sunfeast Wowzers from ITC Ltd. has launched its latest campaign, “Wowzers Cheesy Nahi Cheesier,” promising to deliver a ‘Wow’ in every bite. Responding to evolving indulgence-led snacking trends, the campaign amplifies the brand’s sensory appeal, highlighting its signature 28-layer cracker enrobed in indulgent cheesy crème that is crunchier, bolder, and cheesier than ever.
The TVC, conceptualized by Ogilvy, unfolds in a vibrant, high-energy setting, capturing spontaneous snack breaks among friends and riding on the growing ASMR trend to emphasize the product’s immersive sensory experience. The film translates the heightened product experience into a fresh, youthful narrative that resonates with today’s snack-savvy consumers, making indulgence contemporary, premium, and culturally relevant.
Commenting on the campaign, Suraj Kathuria, Head of Marketing, Sunfeast at ITC Limited, said, “Youth look for snacks that are bold, expressive and sensorial, something that stands out in both taste and experience. With Wowzers, we’ve leaned into what makes the product truly distinctive by making the indulgence even cheesier and bringing that to life through a fresh, high-energy film. The idea was to create a communication that feels immersive and culturally in sync, where the product’s layered crunch and cheesy payoff are experienced as much visually as they are in taste.”
Adding the creative perspective, Puneet Kapoor, Chief Creative Officer, Ogilvy South, said, “I still recall biting into Wowzers at the ITC office, with the whole team instantly falling for the multi-sensorial snacking experience, led by that indulgent cheesy hit. The campaign idea was simply to demonstrate the truth we tasted first: the proof of the tasty, cheesy cracker is in the munching.”
