Known for his composed and focused on-field presence, Jasprit Bumrah steps away from his familiar image in Sunfeast YiPPee!’s latest campaign for its Magic Masala variant. The new film presents Bumrah in an unusually candid, carefree avatar, highlighting a side of him that fans seldom get to see.
Conceptualised by Ogilvy, the campaign centres on a simple insight: when food tastes right, inhibitions disappear. The film shows Bumrah fully immersed in enjoying a bowl of YiPPee! Magic Masala noodles—slurping, savouring and letting go—without self-consciousness or performance.
Watch the campaign here:
As the narrative unfolds, Bumrah’s spontaneous reactions and playful expressions reinforce the campaign’s core idea, ‘Eat Like No One Is Watching’. The emphasis is on authenticity rather than polish, positioning food as a moment of genuine indulgence rather than something to be styled or staged.
Speaking about the campaign, Jasprit Bumrah said, “What I loved about this film is how real it feels. I got to be myself off-field—there’s no act, just enjoying my favourite YiPPee! noodles the way I want to.”
Commenting on the association, Suresh Chand, Vice President & Head of Marketing – Snacks, Noodles & Pasta, Foods Business, ITC Ltd, said, “YiPPee! has always believed that food should be fun and full of flavour. In this campaign, there were no rules. Bumrah was spontaneous and truly revealed the fun-loving foodie he is—something none of us have seen before. He brought to life the joy of eating where taste takes over and nothing else matters.”
Rooted in everyday relatability, the film reflects YiPPee!’s long-standing brand belief that great taste naturally breaks down inhibitions. By showcasing unfiltered enjoyment rather than perfection, the campaign reinforces the idea that food is meant to be experienced freely.
Adding to the creative perspective, a spokesperson from Ogilvy said, “The idea was simple—capture Bumrah being completely unfiltered while enjoying YiPPee! Magic Masala. No rules, no styling, just the honest joy of eating food you love.”
The campaign film is currently live across digital platforms.
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