Kolkata: There are some aromas that
don’t just fill a room—they fill the heart. The slow sizzle of nuts meeting
warm ghee is one of them. It drifts through Indian homes like a memory in
motion, signaling that something special is being made with care, with
tradition, and with that warm touch only a mother brings.
It is this timeless moment from Indian
kitchens that inspires the newest offering from Sunfeast - Mom’s Magic Ghee Roasted Nuts cookies. With this launch,
the brand invites consumers to rediscover the comforting taste of ghee-roasted nuts
cookies – which not only has cashews but almonds too, crafted just the way mom would.
Across generations, moms have perfected a
simple truth — roasting nuts in ghee unlocks something deeper than flavor. It
releases a warm, inviting aroma and brings out fuller taste in everything it
touches. Blending this golden ghee aroma with the crunch of roasted nuts, the
cookie delivers a melt-in-mouth experience that feels both comforting and
indulgent.”
Speaking about the new 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 pan India roll-out is supported by a
new TVC conceptualized by Ogilvy. The ad campaign brings this emotion alive
through a tender, slice-of-life moment. Two hostel friends settle in after a
long day. One of them opens the new Mom’s Magic pack, urging her friend to try
it. The moment the cookie touches her lips, and she goes back to her childhood
memories.
The camera transitions to her mother’s
kitchen – where she is roasting nuts in ghee. A spontaneous hiccup makes her
pause— and just then, her daughter calls. The ad ends with the line “Maa
ki yaad kaise nahi aayegi — ghee-roasted nuts waale Sunfeast Mom’s Magic
Cookies”
Speaking about the
new film, 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 across retail stores and e-commerce platforms across India.
TVC Link: https://www.youtube.com/watch?v=xVkpaOnaK4s
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