Sunfeast stirs up nostalgia with Mom’s Magic Ghee Roasted Nuts cookies

MUMBAI: Some aromas don’t just rise in the air, they rise straight into the soul. And few things summon that feeling quite like the gentle sizzle of nuts meeting warm ghee, a sound that has drifted through Indian homes for generations, carrying with it stories, care and a mother’s unmistakable touch.

Tapping into this timeless kitchen ritual, Sunfeast has unveiled Mom’s Magic Ghee Roasted Nuts cookies, a nostalgic ode to ghee-roasted goodness, packed with both cashews and almonds, and crafted to taste exactly “the way mum would’ve made it”. The launch brings back a flavour that’s equal parts comfort and indulgence, blending the golden aroma of ghee with the crunch of roasted nuts for a melt-in-mouth bite steeped in memory.

“Roasting nuts in ghee has always been one of the most treasured rituals in Indian cooking,” said ITC Ltd BU chief executive for Biscuits & Confections of foods division Kavita Chaturvedi. “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.”

Rolling out pan-India, the launch is supported by a new TVC conceptualised by Ogilvy, weaving a tender slice-of-life moment around the emotional power of taste. The film captures two hostel friends unwinding after a long day. When one opens a pack and offers the new cookie to the other, the first bite instantly carries her back to her childhood kitchen to her mum gently roasting nuts in ghee. A tiny hiccup makes the mother pause, just as her phone rings. The voiceover closes the loop, “Maa ki yaad kaise nahi aayegi ghee-roasted nuts waale Sunfeast Mom’s Magic Cookies.”

“This idea came from the insight that nothing tastes better than a piece of nostalgia on your tongue,” said Ogilvy South chief creative officer Puneet Kapoor. “Certain tastes trigger memory structures that bring back your mom’s love.”

With distribution across retail and e-commerce platforms nationwide, Sunfeast aims to take this nostalgic flavour from Indian kitchens to cookie jars everywhere proving once again that sometimes, the shortest route to the heart is through the taste of home.