MAM
Sunfeast stirs up nostalgia with Mom’s Magic Ghee Roasted Nuts cookies
MUMBAI: Some aromas don’t just rise in the air, they rise straight into the soul. And few things summon that feeling quite like the gentle sizzle of nuts meeting warm ghee, a sound that has drifted through Indian homes for generations, carrying with it stories, care and a mother’s unmistakable touch.
Tapping into this timeless kitchen ritual, Sunfeast has unveiled Mom’s Magic Ghee Roasted Nuts cookies, a nostalgic ode to ghee-roasted goodness, packed with both cashews and almonds, and crafted to taste exactly “the way mum would’ve made it”. The launch brings back a flavour that’s equal parts comfort and indulgence, blending the golden aroma of ghee with the crunch of roasted nuts for a melt-in-mouth bite steeped in memory.
“Roasting nuts in ghee has always been one of the most treasured rituals in Indian cooking,” said ITC Ltd BU chief executive for Biscuits & Confections of foods division Kavita Chaturvedi. “With Mom’s Magic Ghee Roasted Nuts, we wanted to recreate that signature nostalgia in a cookie using nuts roasted in ghee, just the way moms do.”
Rolling out pan-India, the launch is supported by a new TVC conceptualised by Ogilvy, weaving a tender slice-of-life moment around the emotional power of taste. The film captures two hostel friends unwinding after a long day. When one opens a pack and offers the new cookie to the other, the first bite instantly carries her back to her childhood kitchen to her mum gently roasting nuts in ghee. A tiny hiccup makes the mother pause, just as her phone rings. The voiceover closes the loop, “Maa ki yaad kaise nahi aayegi ghee-roasted nuts waale Sunfeast Mom’s Magic Cookies.”
“This idea came from the insight that nothing tastes better than a piece of nostalgia on your tongue,” said Ogilvy South chief creative officer Puneet Kapoor. “Certain tastes trigger memory structures that bring back your mom’s love.”
With distribution across retail and e-commerce platforms nationwide, Sunfeast aims to take this nostalgic flavour from Indian kitchens to cookie jars everywhere proving once again that sometimes, the shortest route to the heart is through the taste of home.
Brands
Budweiser 0.0 partners five IPL franchises to boost fan engagement
Fan-first campaign brings city pride, merch and match-day culture into focus
NEW DELHI: Budweiser 0.0 has announced its debut partnership with five franchises in the Indian Premier League, marking a significant step in its growing play in India’s cricket ecosystem.
The brand has teamed up with Mumbai Indians, Gujarat Titans, Punjab Kings, Sunrisers Hyderabad and Rajasthan Royals for the ongoing season, aiming to connect with fans across key cricketing cities.
The collaboration signals the brand’s shift from national-level associations to more localised, city-driven engagement. It builds on Budweiser 0.0’s “In the Hands of Fans” platform, which focuses on celebrating the passion, rituals and identity that supporters bring to the game.
As part of the partnership, the brand will roll out limited-edition merchandise inspired by each of the five teams, giving fans a tangible way to showcase their loyalties. The initiative is designed to tap into match-day culture and extend fan engagement beyond the stadium and screen.
Commenting on the move, AB InBev vice president marketing & trade marketing Vineet Sharma said, “Cricket is one of India’s most powerful cultural connectors, and our debut partnership with the ICC Men’s T20 World Cup 2026 reaffirmed the depth of fan passion behind it. At Budweiser 0.0, we see ourselves at the forefront of culture, acting as trendsetters for evolving fan expression, shaping how young India engages with sport, and setting the tone for how it shows up today. Entering the country’s biggest T20 cricket league, a platform widely loved by Indians, is a deliberate step in this journey, taking the brand from national fandom to the heart of city fandom. Through our partnerships with these five iconic teams, we will celebrate the pride, traditions and energy that define Indian cricket fandom, while creating experiences that keep fans at the heart of the game.”
The move also builds on the brand’s earlier association with global cricket events, as it looks to deepen its presence in India through culturally relevant storytelling and fan-led experiences.
As the IPL season unfolds, Budweiser 0.0 is betting on city pride and fan passion to drive its next innings, turning spectators into participants in the ever-evolving world of cricket fandom.
