Shah Rukh Khan Joins Hands with ITC Sunfeast to Unveil the All-New ‘Wowzers’ – A Snacking Revolution with a WOW in Every Bite

 A king-sized collaboration for a king-sized crunch – SRK is the new face of Sunfeast Wowzers, and India’s snacking game just levelled up.

Mumbai, India — When a brand launches something disruptive, it needs a voice loud enough to shake the category. ITC’s Sunfeast has done just that by bringing onboard superstar Shah Rukh Khan as the brand ambassador for its latest innovation – Sunfeast Wowzers. The new snack isn’t just a product; it’s a declaration of sensory delight, aimed squarely at India’s taste buds.

The Product: Crunch Meets Crème

Sunfeast Wowzers offers a 14-layered crispy cracker, generously filled with indulgent cheese or lemon crème, depending on your mood. The innovation lies not just in the taste but in the texture—a multi-sensorial snacking experience where every bite delivers an audible crunch and an unmistakable ‘wow’.

Crafted for young, urban consumers who expect more from their snacks, Wowzers positions itself as a “cheesy delight” that goes beyond the ordinary. It’s a bold step into the premium snacking segment, powered by cutting-edge product development and a marketing strategy that knows exactly who it’s speaking to.

The Campaign: “Har Bite Mein Wow”

The brand film—conceptualised by Ogilvy India—features Shah Rukh Khan in his inimitable avatar, blending style, charm, and humour. With the tagline “Iske Har Bite Mein Hai Wow,” the TVC reinforces the idea that Wowzers delivers a mini-celebration in every mouthful. Whether it’s a mid-work nibble or a binge-watching essential, this snack is about moments elevated.

The campaign has launched across national television, digital media, and OTT platforms, targeting urban millennials and Gen Z consumers. It’s snack-time, with a cinematic twist.

The Brand Speaks

Ali Harris Shere, COO, Biscuits & Cakes Cluster, ITC Foods Division, stated:

“With Wowzers, we wanted to create something that wasn’t just eaten—it was experienced. And who better to convey that excitement than Shah Rukh Khan himself? His energy, wit and universal appeal perfectly mirror the spirit of this product.”

Shah Rukh Khan, equally enthusiastic about the association, added:

“I’ve always believed in the magic of small pleasures. Sunfeast Wowzers brings joy in the simplest form—a bite. It’s innovative, it’s bold, and yes—it truly is a Wow.”

Strategic Alignment: SRK x Sunfeast

This is not Shah Rukh Khan’s first brush with brand magic. From Pepsi to Hyundai to Dark Fantasy, SRK’s endorsements have long been a blend of commercial heft and emotional resonance. His partnership with Sunfeast Wowzers brings that same trusted appeal to a new-generation product—offering the brand instant visibility, credibility, and a massive fan-driven reach.

Closing Bite

With Sunfeast Wowzers, ITC is rewriting the rules of India’s snack shelf. And with Shah Rukh Khan as its face, the message is clear: expect the unexpected. A cracker that crunches like a dream and oozes with flavour deserves a launch this big—and thanks to the King of Bollywood, it got one.

So next time you snack, make it Wowzers. Because ordinary bites are so last season.