Mumbai, October 2026: How do you build awareness and achieve higher order salience for a relatively unfamiliar biscuit brand? The Ask became the Answer. Sunder Biscuits and Namkeen, the Nagpur-based legacy biscuit brand has released a mass media campaign conceptualised by creative agency The Script Room. Taking on a category dominated by much larger biscuit brands, Sunder has built the communication around one single objective: make the name impossible to forget.
The campaign features five films, each set in a completely different situation – a PT class, a Kung Fu fight, a movie hall, an airplane and a tuition class. But despite the changing contexts, one thing remains constant: all audiences hear is “Sunder Super Coconut Cookies”, repeated in increasingly unexpected ways. The films then deliver the punchline: “Ab 10 second ke ad mein bas biscuit ka naam milega. Baaki biscuit mein milega.”
Client’s brief was quite focussed, while it was about brand awareness and salience building, it was more about establishing and registering the brand name in the most engaging and impactful way, avoiding any product benefits based proposition. And to be achieved through shorter duration commercials. The agency turned the constraint into the creative idea itself.
“The approach to the entire campaign came from the fact that the brand name is actually 4 words – Sunder Super Coconut Cookies. And the client brief was to build brand awareness. So, we thought, why not make the name the entire ad? Instead of doing a 30sec or 20secs why not do a series of 10seconders. The PT class, Kung Fu fight, airplane are all just different worlds which Sunder Super Coconut Cookies can take over.” said Ahsan Khan, Head of Business & Founding Member, The Script Room.
While brands have previously played with their names and how consumers say or remember them, Sunder takes the idea to its simplest extreme: there is almost nothing else to remember. The brand name is the story, the dialogue and the punchline.
“Sunder Super Coconut Cookies has a strong legacy, and this campaign comes at a significant moment for us as we’re expanding, building distribution and retail. We wanted to create something that would make people remember the brand in the most effective manner. The Script Room understood that the simplest way to do that was to make the name itself the idea. The films are fun, distinctive and, most importantly, hard to forget.” said Shalin Desai, Chief Marketing Officer, Sunder Biscuits & Namkeen.
“Also the fact that we have worked with Shalin for over a decade, across different brands and very different briefs – from getting to work together with him at TooYumm, to our campaign feat. Ranbir Kapoor when he moved to Storia. And he has always pushed himself and the agency team towards cutting edge creative work. So when he joined Sunder and trusted us with the brand’s mandate, it was quite special. We are proud of the relationships we build with our brand partners, where trust carries from one brand to another and gives us the confidence to take bold creative bets together.” added Ahsan.
“We have big plans for the new season of KBC Marathi, and 2-3 films will be played over a single commercial break, making the viewers register the brand (in the most likeable manner), across multiple, engaging situations.” added Shalin.
The films are directed by Nitin Menon and produced by E02 Experience.
For a challenger brand stepping into a category of giants, Sunder Super’s latest campaign keeps the strategy refreshingly simple: Five stories. Ten seconds. One name. Sunder Super Coconut Cookies.
