WonderWorks Pvt. Ltd. has appointed actor Shahid Kapoor as the brand ambassador for its packaged cakes brand, Ziggy, unveiling a nationwide campaign for its flagship Ziggy Donut Cake. Titled ‘Sabko Chahiye Wohi Ek, Ziggy Donut Cake’, the campaign spotlights the product’s distinctive donut-shaped format, soft cake texture and chocolate cream filling, positioning it as an indulgent everyday snack.
New Brand Face Powers Next Growth Chapter
The campaign film features Kapoor, whose youthful image and family appeal are expected to strengthen the brand’s connect across key consumer segments as competition intensifies in India’s packaged bakery market.
Reinforcing Product Differentiation
Commenting on the association, Rohan Jain, Managing Director, WonderWorks Pvt. Ltd., said Ziggy was conceived to bring a differentiated proposition to the packaged cakes category. He noted that the Donut Cake combines the familiar appeal of a donut with the softness of a cake, creating a format designed to stand out on retail shelves and encourage everyday consumption. Jain added that partnering with Kapoor marks a significant milestone in Ziggy’s growth journey as the company aims to accelerate brand reach and drive higher consumption across India. Celebrity-led campaigns continue to play a pivotal role in driving recall in the highly competitive packaged foods market.
The Last Word
By pairing product innovation with mainstream entertainment appeal, WonderWorks is signalling a long-term play focused on distribution expansion, stronger consumer penetration and premium differentiation—factors that could define the next phase of growth in India’s evolving packaged snack category.