ITC Ltd has expanded its Sunfeast Mom’s Magic biscuits portfolio with the nationwide launch of Ghee Roasted Nuts cookies, targeting premium biscuit consumers and festive-season demand. Announced on December 15, 2025, the new variant blends cashews and almonds roasted in ghee, aiming to recreate the aroma and comfort linked to traditional Indian kitchens.
Backed by a TV commercial conceptualized by Ogilvy, the campaign highlights nostalgia-led consumption. The ad shows hostel roommates unwinding after a long day, where one bite transports a consumer back to memories of her mother roasting nuts in ghee. The TVC reinforces the emotional pitch with the 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 Division, said the product is crafted “just the way moms do,” unlocking familiar warmth and fuller flavour. Ogilvy South Chief Creative Officer Puneet Kapoor added that the creative insight came from how taste triggers memory structures associated with maternal love.
In Guwahati, distributors expect demand from urban families and working professionals seeking indulgent yet familiar flavours. Retailers anticipate higher sales traction in winter months, supported by rising consumption of premium packaged foods in the Northeast.
The product will be available across physical retail outlets and e-commerce platforms pan-India.
