These new cookies bring alive a delightful experience with a touch of mother’s magic.
Mumbai: ITC Sunfeast Mom’s Magic, a brand synonymous with celebrating the warmth and strength of mothers, has launched Mom’s Magic SHINES – a shiny butter cookie, which promises a delightful new experience for butter cookie lovers. Just as a mother brings out the shine in her child, this crunchy, and buttery cookie is made special by a delicate sugar glazing, bringing alive the shine of the cookie. For this, Mom’s Magic has unveiled a new TVC featuring Nadhiya Moidu, marking the launch of its latest offering.
Crafted with a unique shiny sugar glazing that enhances taste and texture, the cookie is infused with tempting butter, offering a rich and satisfying flavour that lingers with every bite. Its crunchy eight-layers create a distinct flaky, melt-in-mouth experience, making it an unparalleled treat. Shines elevates the everyday snacking experience, making it a quick indulgence during the day or the perfect accompaniment to tea-time moments.
Mom’s Magic has launched a TVC that beautifully captures the essence of a mother’s unwavering support in helping her child shine. In the film, Nadhiya Moidu plays the role of a mother who metaphorically conveys, as to how applying a delicate sugar glazing on a crunchy butter cookie, brings out the shine in it. Similarly, she is doing something special to unlock her child’s potential by supporting her daughter’s dream of pursuing chess training in Chennai, thereby gently convincing the father-in-law.
The TVC is a tribute to all moms who go the extra mile to bring out the best in their children.
Speaking on the launch,Ali Harris Shere, Chief Operating Officer, Biscuits and Cakes Cluster, ITC Ltd., said, “At Sunfeast, we believe in constantly innovating to craft differentiated offerings that bring unique sensorial experiences to our consumers. ‘Shines’ is our way of elevating the taste of a classic cookie experience and establishing a new vision for cookies altogether. By introducing a light & crunchy cookie, we are challenging the status quo and redefining what indulgence can look like. We are confident that butter cookie lovers will relish this innovation and make it a cherished part of their snacking routine.”
Commenting on the TVC, Puneet Kapoor, Chief Creative Officer at Ogilvy Bangalore, said, “Continuing the brand theme for Sunfeast Mom’s Magic, moms are the warmest superpower who go to great lengths to help their children thrive. This inspired the new product launch of Mom’s Magic Shines. Mothers will do whatever it takes to make their children shine, and their love never becomes an obstacle; in fact, it fuels them to take the road less traveled.”
The product has been rolled out in Andhra Pradesh and Telangana and is available in two convenient SKUs – 44g at INR 10 and 128g at INR 35. Its attractive packaging and premium appeal make it an exciting new addition to ITC’s growing portfolio of indulgent treats.
TVC link: https://youtu.be/kX_VBMAxg8g