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
Hyundai launches updated Ioniq 5 with 84 kWh battery, 690 km range
Priced at Rs 55.7 lakh, adds design, tech and safety upgrades.
MUMBAI: Charge it up, stretch it out, Hyundai’s latest electric upgrade is going the distance, quite literally. Hyundai Motor India Limited (HMIL) has introduced an updated version of its Ioniq 5, packing in a larger 84.0 kWh battery that delivers a claimed range of up to 690 km (ARAI-certified), marking a significant leap in everyday usability for its flagship electric SUV.
Built on Hyundai’s Electric Global Modular Platform (E-GMP), the refreshed IONIQ 5 aims to balance performance with practicality, reducing range anxiety while making long-distance electric travel more viable. The upgrade builds on a model that has already secured global recognition, including the World Car of the Year title.
The changes aren’t just under the skin. On the outside, the SUV gets a sharper, more futuristic look with redesigned front and rear bumpers, new skid plates, sporty alloy wheels, a revised rear spoiler and updated V-garnish lighting, all while retaining its signature Parametric Pixel design.
Inside, Hyundai has focused on making the experience more intuitive. The cabin now features a redesigned three-spoke steering wheel with illuminated pixel elements, dual 12.3-inch displays, and a reworked wireless charging pad integrated with physical controls for seat functions small tweaks that aim to improve day-to-day usability.
On the tech front, the IONIQ 5 gets Hyundai’s Connected Car Navigation Cockpit (ccNC), Controller Over-the-Air (C-OTA) updates, and now supports wireless Android Auto and Apple CarPlay. New additions such as Active Sound Design and in-car payment integration for EV charging reflect a push towards a more seamless, connected ownership experience. Remote immobilisation via Bluelink has also been introduced as an added security layer.
Safety sees incremental upgrades too, with features like Parking Collision-Avoidance Assist (Rear) and side parking distance warnings enhancing manoeuvrability in tight urban spaces.
The updated IONIQ 5 is available in four colour options Gravity Gold Matte, Midnight Black Pearl, Titan Grey and Optic White with an Obsidian Black interior theme.
Priced at Rs 55.7 lakh (ex-showroom), the new IONIQ 5 positions itself as a more rounded offering, less about futuristic promise, and more about making electric mobility fit seamlessly into everyday life.
