Brands
Sunfeast Wowzers turns up the cheese with a crunchier, bolder new campaign
MUMBAI: When the crunch gets louder, the message is clear, this snack wants to be felt, not just tasted. As indulgence-led snacking evolves, Sunfeast Wowzers has sharpened its bite with a new, high-energy campaign that dials up cheese, crunch and attitude in equal measure.
The brand from ITC Limited is responding to a clear shift in youth preferences. For younger consumers, snacks today are no longer just about flavour. They are about intensity, personality and moments that are worth sharing. Sunfeast Wowzers leans straight into that mindset, spotlighting its signature 28-layer cracker wrapped in a rich cheesy crème, a combination designed to deliver not just a cheesy taste, but a distinctly cheesier experience.
The latest communication pushes that sensory promise to the forefront. Conceptualised by Ogilvy, the campaign film is set in a vibrant, high-octane world of spontaneous snack breaks and unfiltered fun among friends. Rather than leaning on conventional product claims, the film lets sound, rhythm and texture do the talking.
At the heart of the film is a clever use of ASMR, a format that has found strong resonance with younger audiences online. Every bite, crunch and snap is amplified, turning the act of snacking into an immersive audio-visual experience. The effect mirrors how today’s youth engage with food: through reels, short videos and moments that feel visceral and real.
By tapping into this trend, Wowzers positions itself not just as a cracker, but as a sensorial experience that fits naturally into contemporary youth culture. The result is indulgence that feels current, premium and socially in tune without shouting too hard about it.
This shift also marks a subtle evolution in the brand’s positioning. Instead of focusing solely on what the product is, the campaign focuses on how it feels. The layered crunch, the creamy cheese and the exaggerated soundscape work together to create a mood that feels playful, expressive and bold.
Speaking about the thinking behind the campaign, Sunfeast at ITC Limited head of marketing Suraj Kathuria said young consumers increasingly look for snacks that stand out in both taste and experience. He noted that the brand leaned into Wowzers’ most distinctive feature, its indulgent, layered crunch and chose to bring that alive through a film that feels immersive and culturally aligned.
According to Kathuria, the intent was to ensure that the product’s sensory payoff is experienced visually and audibly, not just on the palate. The result is a communication that feels less like an advertisement and more like a moment.
From the creative side, the brief was refreshingly simple.Ogilvy chief creative officer for South Puneet Kapoor recalled how the idea took shape after the team experienced the product first-hand. One bite was enough to spark the insight that would anchor the campaign.
For Kapoor, the multi-sensorial hit of Wowzers led by its cheesy punch was the truth the campaign needed to demonstrate. Instead of over-explaining, the film lets the munching do the convincing.
In a crowded snacking market, where new launches and louder claims are the norm, Sunfeast Wowzers’ approach feels quietly confident. By amplifying crunch, embracing ASMR and speaking the visual language of young consumers, the brand is betting that indulgence, when done right, doesn’t need too many words just a really good bite.
And if the crunch makes you pause, listen and reach for another cracker, the campaign has already done its job.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
