Ziggy, the packaged cakes brand from WonderWorks, has appointed actor Shahid Kapoor as its brand ambassador and launched a new campaign for its Donut Cake.
Titled ‘Sabko Chahiye Wohi Ek, Ziggy Donut Cake’, the campaign focuses on the product’s distinctive donut-shaped format, soft texture and chocolate cream filling. The campaign film features Shahid Kapoor and positions the product as an everyday snack.
According to Rohan Jain, managing director, WonderWorks, Ziggy was created to bring distinctive products to the packaged cakes category. The company sees the association with Shahid Kapoor as an important step in expanding the brand’s reach and consumption across India.
Shahid Kapoor said the brand’s youthful and playful positioning, along with its donut-inspired cake and chocolate-filled centre, made the association appealing to him.
The campaign has been conceptualised by BEI Confluence and directed by Shekhar Kamble of DreamPunk Films. It will run across television and digital platforms, including Meta and YouTube, along with trade and outdoor visibility through posters, danglers and billboards.
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