ITC’s Sunfeast YiPPee!, which is a brand of instant noodles, has revealed a new commercial with ace Indian bowler Jasprit Bumrah promoting its unique Magic Masala variety.
The Magic Masala ad, created by Ogilvy, depicts Bumrah letting his guard down as he sinks into a bowl of YiPPee! noodles, completely engrossed in the moment. As Bumrah delves into the robust, familiar tastes of Magic Masala, his never-before-seen avatar brings to life the premise that the finest dining experiences occur when you ‘Eat Like No One Is Watching’.
About his association with the campaign, Jasprit Bumrah said, “What I loved about this film is how real it feels. I got to be myself off-field, there’s no act just enjoying my favourite YiPPee! noodles the way I want to.”
Suresh Chand, Vice President & Head of Marketing – Snacks, Noodles & Pasta, Foods Business, ITC Ltd, said, “YiPPee! has always believed that food should be fun and full of flavour. In this campaign, there were no rules, Bumrah was spontaneous and truly revealed the fun-loving foodie he is, which none of us have seen. He brought to life the joy of eating where taste takes over and nothing else matters.”
The film, which is based on daily relatability, highlights a reality that YiPPee! has always stood for: when the flavour is correct, inhibitions evaporate. Slurping, savouring, and eating food freely takes center stage, confirming YiPPee!’s philosophy that food should be experienced rather than styled.
A spokesperson from Ogilvy added, “The idea was simple, capture Bumrah being completely unfiltered while enjoying YiPPee! Magic Masala. No rules, no styling—just the honest joy of eating food you love.”
