As indulgence-led snacking continues to evolve, young consumers are increasingly seeking products that deliver intensity, personality and share-worthy experiences beyond taste alone. Responding to this shift, Sunfeast Wowzers from ITC Ltd. has unveiled its latest campaign, ‘Wowzers Cheesy Nahi Cheesier’, promising to deliver a heightened ‘wow’ in every bite. The new communication highlights Wowzers’ signature 28-layer cracker enrobed in an indulgent cheesy crème, positioning the snack as not just cheesy in flavour but “cheesier” in experience. Conceptualised by Ogilvy, the campaign film is set in a vibrant, high-energy environment and captures spontaneous snack moments among friends, reflecting contemporary youth culture.
Leaning into the growing popularity of ASMR-inspired content, the TVC focuses on immersive sound and rhythm to bring alive the product’s crunch and cheesy payoff, reinforcing its sensory appeal. With this approach, the brand aims to move beyond conventional product claims to build a stronger cultural connect with young consumers.
Commenting on the campaign, Suraj Kathuria, Head of Marketing, Sunfeast at ITC Limited, said youth today prefer snacks that are bold, expressive and sensorial, adding that the new film brings the product’s layered crunch and indulgence to life in a culturally relevant way. Ogilvy South’s Chief Creative Officer Puneet Kapoor said the idea stemmed from the team’s own experience of the brand’s multi-sensory appeal, translating that authenticity onto screen.