Jasprit Bumrah unveils his goofy side in Sunfeast YiPPee! magic masala campaign

Jasprit Bumrah is stepping away from his composed on-field image to reveal a lighter, more playful side in Sunfeast YiPPee!’s latest campaign. The film centres on the brand’s popular Magic Masala noodles and carries the message: ‘Eat Like No One Is Watching’.

Conceptualised by Ogilvy, the campaign shows Bumrah relaxing with a bowl of YiPPee! Magic Masala noodles, fully absorbed in the experience. Instead of the focused cricketer fans are used to seeing, he appears carefree, witty and uninhibited, enjoying the bold flavours without holding back. The idea revolves around the simple pleasure of eating freely when the taste hits the spot.

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.”

The film leans into everyday relatability, highlighting how good food often makes people forget their surroundings. Slurping, savouring and enjoying the moment are shown without any attempt to make the act look polished or staged. The focus remains on taste and spontaneity.

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.”

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.”

With this campaign, Sunfeast YiPPee! shifts the spotlight from presentation to pure enjoyment, using Bumrah’s off-field personality to underline its long-standing belief that when the taste is right, inhibitions naturally fade away