Sunfeast has launched Mom’s Magic Ghee Roasted Nuts cookies, drawing inspiration from the practice of roasting nuts in ghee in Indian households. The new product features cashews and almonds prepared in ghee.
Announcing the launch, Ms. Kavita Chaturvedi, BU Chief Executive, Biscuits & Confections, Foods Division ITC Ltd said, “Roasting nuts in ghee has always been one of the most treasured rituals in Indian cooking. With Mom’s Magic Ghee Roasted Nuts, we wanted to recreate that signature nostalgia in a cookie — using nuts roasted in ghee, just the way moms do. Every bite is crafted to evoke that familiar warmth and comfort.”
The rollout is supported by a new TV commercial conceptualised by Ogilvy. The film shows two hostel friends unwinding after a long day. When one offers the new Mom’s Magic cookie to the other, the taste triggers a memory from her childhood. The scene then shifts to her mother’s kitchen, where nuts are being roasted in ghee. A hiccup makes the mother pause, and the daughter calls at that moment. The ad concludes with the line: ‘Maa ki yaad kaise nahi aayegi — ghee-roasted nuts waale Sunfeast Mom’s Magic Cookies.’
Speaking about the TVC, Mr. Puneet Kapoor, Chief Creative Officer, Ogilvy South said, “This idea came from the insight that nothing tastes better than a piece of nostalgia on your tongue: how certain tastes trigger memory structures that bring back your mom’s love.’’
The product will be available in retail stores and on e-commerce platforms across India.
