Sunfeast YiPPee! has rolled out a new campaign for its Magic Masala variant, featuring Indian cricketer Jasprit Bumrah in a refreshingly candid, off-field avatar. Conceptualized by Ogilvy, the campaign moves away from high-performance sporting imagery to spotlight spontaneous, everyday food moments, capturing the athlete in a relaxed and unguarded setting.
Built around the line ‘Eat Like No One Is Watching’, the film presents Bumrah enjoying a bowl of YiPPee! noodles without rules, pretence, or performance. The narrative deliberately strips away the pressures often associated with celebrity endorsements, allowing viewers to see a more natural, relatable side of the cricketer-one driven purely by the joy of eating food he loves.
Speaking about the campaign, Jasprit Bumrah shared that what stood out for him was the authenticity of the film. He noted that there was no acting involved, just him being himself and enjoying his favourite YiPPee! noodles in his own way, away from the spotlight of the cricket field.
Suresh Chand, Vice President & Head of Marketing – Snacks, Noodles & Pasta, Foods Business at ITC, said the campaign reflects YiPPee!’s belief that food should be fun and full of flavor. He added that Bumrah’s spontaneous presence revealed a fun-loving foodie side rarely seen, reinforcing the idea that when taste takes over, nothing else matters.
An Ogilvy spokesperson explained that the creative approach was intentionally simple-capturing honest, unfiltered enjoyment without styling or scripted moments. The focus was on authenticity and the pure pleasure of eating.
The campaign is being rolled out across digital platforms, strengthening YiPPee!’s positioning as a brand that celebrates flavor, fun, and real food moments.
