ITC’s Sunfeast Wowzers has launched its latest campaign, Wowzers Cheesy Nahi Cheesier, focusing on indulgence-led snacking for younger audiences. The campaign highlights texture, sound, and visual appeal, reflecting evolving preferences where snacking is as much about the sensory experience as taste.
Conceptualized by Ogilvy, the film captures friends enjoying casual snack breaks in fast-paced, informal settings. The creative leans heavily on ASMR-inspired audio cues, emphasizing the layered crunch and creamy cheesy filling of Wowzers’ 28-layer crackers. Rather than relying on conventional product-led messaging, the campaign uses sensory storytelling to mirror how younger consumers experience food today, making the indulgence feel immersive and shareable.
Suraj Kathuria, Head of Marketing at Sunfeast, noted that youth look for snacks that are bold, expressive, and sensorial. “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 high-energy, culturally in-sync film,” he said.
From a creative standpoint, the campaign focuses on building recall through cultural and behavioral cues familiar to youth, rather than emphasizing functional benefits. Puneet Kapoor, Chief Creative Officer, Ogilvy South, explained that the inspiration came directly from experiencing Wowzers’ multi-sensory appeal firsthand, emphasizing that “the proof of the tasty, cheesy cracker is in the munching.”
Rolled out across television and digital platforms, the campaign positions Wowzers as a snack that resonates with modern snacking behaviours. By combining ASMR-driven storytelling with immersive visuals, Sunfeast Wowzers reinforces its promise of indulgent, shareable, and memorable snacking moments for the youth.
