Sunfeast has launched its latest offering, Mom’s Magic Ghee Roasted Nuts cookies, in a nationwide rollout, aiming to tap into the emotional warmth and nostalgia associated with Indian kitchens. Announced on December 15, 2025, the product blends cashews and almonds roasted in ghee, promising a melt-in-mouth experience reminiscent of homemade treats.
The campaign is supported by a new television commercial conceptualized by Ogilvy. The ad highlights how familiar tastes evoke childhood memories. It shows two hostel friends sharing the cookie, triggering a flashback to a mother roasting nuts in ghee. The TVC closes with the emotional line, “Maa ki yaad kaise nahi aayegi — ghee-roasted nuts waale Sunfeast Mom’s Magic Cookies.”
Ms. Kavita Chaturvedi, BU Chief Executive, Biscuits & Confections, Foods Division, ITC Ltd, said the product aims to recreate the ritual of roasting nuts in ghee, “just the way moms do.” Mr. Puneet Kapoor, Chief Creative Officer, Ogilvy South, added that the concept stems from how nostalgic flavours revive memories of maternal affection.
In Guwahati, retailers anticipate strong interest in the new variant, given the city’s growing demand for premium packaged foods. Local distributors expect festive and winter sales to drive uptake, particularly among families seeking products that evoke traditional flavours.
The cookies will be available across retail outlets and e-commerce platforms nationwide.