Sunfeast Wowzers, a snack brand from ITC Ltd., has launched a new campaign titled 'Wowzers Cheesy Nahi Cheesier'. The campaign aims to highlight the brand’s 28-layer cracker coated in a cheesy crème, with the message that the snack delivers a stronger cheese experience in every bite.
The new film, created by Ogilvy, is set in a lively environment and depicts friends sharing snack breaks. It uses ASMR-style sound to emphasise the product’s sensory appeal, reflecting how young consumers engage with food today.
The campaign is intended to strengthen Wowzers’ positioning by moving beyond standard product claims and focusing on cultural relevance for young audiences.
Commenting on the new campaign, Suraj Kathuria, Head of Marketing, Sunfeast, ITC Limited, said, “Youth look for snacks that are bold, expressive and sensorial, something that stands out in both taste and experience. 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 fresh, high-energy film. The idea was to create a communication that feels immersive and culturally in sync, where the product’s layered crunch and cheesy payoff are experienced as much visually as they are in taste.”
Adding the creative perspective, Puneet Kapoor, Chief Creative Officer, Ogilvy South, said, “I still recall biting into Wowzers at the ITC office, with the whole team instantly falling for the multi-sensorial snacking experience, led by that indulgent cheesy hit. The campaign idea was simply to demonstrate the truth we tasted first: the proof of the tasty, cheesy cracker is in the munching.”
The campaign was launched nationally on 23 January 2026 and includes a TVC available on YouTube.
