Sunfeast Mom’s Magic has launched its newest variant, Ghee Roasted Nuts cookies, inspired by traditional Indian kitchen practices where nuts are lovingly roasted in ghee. The product aims to deliver a familiar, homestyle taste experience, blending a soft cookie texture with the rich flavour of almonds and cashews roasted in pure ghee.
The emotional foundation of the launch focuses on nostalgia, memory and warmth – themes deeply rooted in the idea of a mother’s cooking. According to the brand, roasting nuts in ghee is more than a cooking method; it is a ritual that represents love, tradition and comfort. With this product, Sunfeast intends to bring those memories alive through every bite.
A nationwide rollout is being supported by a new TVC conceptualized by Ogilvy. The campaign film follows two hostel roommates sharing the cookies, triggering a flashback to a mother gently stirring nuts in ghee in her kitchen. This moment connects emotional memory with flavour. The film ends with the heartfelt line:
“Maa ki yaad kaise nahi aayegi – ghee-roasted nuts waale Sunfeast Mom’s Magic Cookies.”
Commenting on the launch, Kavita Chaturvedi, BU chief executive, Biscuits & Confections, ITC Foods, shared that the goal was to translate a timeless food memory into a packaged, premium experience. Meanwhile, Puneet Kapoor, chief creative officer, Ogilvy South, highlighted that the campaign taps into the idea that taste is one of the strongest triggers of emotional recall.
The new offering will be available across offline retail stores and major e-commerce platforms.
