National, January 23rd, 2026: As indulgence-led snacking evolves, young consumers are seeking snacks that deliver intensity, personality and share-worthy moments and not just taste. Responding to this shift, Sunfeast Wowzers from ITC Ltd. has dialled up the sensory drama with a bolder, cheesier and crunchier communication. Staying true to its core, Wowzers brings alive indulgence through its signature 28-layer cracker enrobed in an indulgent cheesy crème, creating a cracker that doesn’t just taste cheesy, but feels cheesier with every bite, taking the ‘wow’ a notch higher.
The new campaign translates this heightened product experience into a fresh, youthful film that speaks the language of young consumers. Conceptualized by Ogilvy, the film unfolds in a vibrant, high-energy setting, capturing spontaneous snack breaks among friends. Riding on the growing trend of ASMR, the TVC engages deeply with the product’s sensory appeal. The film brings alive the indulgence through immersive sound and rhythm, mirroring how today’s youth experience food.
With this communication, Sunfeast Wowzers strengthens its positioning by moving beyond conventional product claims to build a stronger cultural connect with young consumers. By pairing a cheesier product experience with a fresh, vibe-led visual language, the brand makes indulgence feel contemporary, premium and socially relevant.
Commenting on the new campaign, Suraj Kathuria, Head of Marketing, Sunfeast at ITC Limited, said, “Youth look for snacks that are bold, expressive and sensorial, something that stands out in both taste and experience. With Wowzers, we’ve leaned into what makes the product truly distinctive by making the indulgence even cheesier and bringing that to life through a fresh, high-energy film. The idea was to create a communication that feels immersive and culturally in sync, where the product’s layered crunch and cheesy payoff are experienced as much visually as they are in taste.”
Adding the creative perspective, Puneet Kapoor, Chief Creative Officer, Ogilvy South, said, “I still recall biting into Wowzers at the ITC office, with the whole team instantly falling for the multi-sensorial snacking experience, led by that indulgent cheesy hit. The campaign idea was simply to demonstrate the truth we tasted first: the proof of the tasty, cheesy cracker is in the munching.”
