Jasprit Bumrah may be known for his calm, composed presence on the cricket field, but Sunfeast YiPPee!’s latest campaign shows fans a completely different side goofy, carefree and unapologetically real.
Conceptualised by Ogilvy, the new campaign for YiPPee!’s iconic Magic Masala variant captures Bumrah in an unfiltered moment as he digs into a bowl of noodles. No match pressure. No media glare. Just bold flavours and pure joy. The film leans into the brand’s core thought — when the taste is right, you simply “Eat Like No One Is Watching.”
In the ad, Bumrah lets his guard down, slurping and savouring the noodles with childlike enthusiasm. It’s a version of the cricket star fans rarely get to see spontaneous, witty and fully immersed in the moment.
For YiPPee!, the idea was to celebrate those uninhibited food moments that feel personal and joyful.
Talking 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.”
Speaking about the campaign, 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.”
Echoing the sentiment, 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.”
Rooted in everyday relatability, the campaign reminds audiences that great taste has the power to drop inhibitions. Because sometimes, the best moments aren’t styled for the camera they’re simply slurped.
