MUMBAI: Turns out, a mother’s love isn’t the only thing that leaves you glowing, Sunfeast’s new cookie does too. ITC Sunfeast Mom’s Magic has just launched Shines, a shiny butter cookie glazed to golden perfection, and it’s got more than just sugar on top, it’s sprinkled with emotion, nostalgia, and warmth. With a delicate sugar coating and eight crispy layers, Shines promises a melt-in-mouth indulgence designed to add sparkle to everyday snacking.
And bringing this cookie’s story to life is veteran actress Nadhiya Moidu, who stars in the brand’s latest TVC, marking the product’s debut with a poignant tale of maternal support. In the film, Nadhiya plays a mum who sweetly nudges her daughter’s dreams forward convincing her traditional father-in-law to let the young girl pursue chess training in Chennai. As she gently glazes a butter cookie, the message is clear: a mother always finds a way to make her child shine.
“At Sunfeast, we believe in constantly innovating to craft differentiated offerings that bring unique sensorial experiences to our consumers,” said ITC Ltd chief operating officer for Biscuits and Cakes Cluster Ali Harris Shere. “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.”
Backed by Ogilvy Bangalore, the campaign builds on Mom’s Magic’s longstanding theme of mothers as everyday superpowers.
“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 travelled,” said Ogilvy Bangalore chief creative officer Puneet Kapoor.
Currently available across Andhra Pradesh and Telangana, Mom’s Magic Shines comes in two sizes 44g for Rs 10 and 128g for Rs 35 with packaging that mirrors the cookie’s polished finish. It’s a simple treat that wraps a little magic, a lot of love, and just enough glaze to make every bite feel like home.
With this launch, ITC continues its run of crafting not just snacks, but stories that stick, one crunchy layer at a time.
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