Ziggy, the packaged cakes brand from WonderWorks, has appointed actor Shahid Kapoor as its brand ambassador as it looks to strengthen its presence in the packaged cakes category. The brand has also unveiled a new campaign for its Donut Cake, built around its distinctive format and indulgent proposition.
Titled ‘Sabko Chahiye Wohi Ek, Ziggy Donut Cake’, the campaign showcases Ziggy’s Donut Cake, highlighting its donut-inspired shape, soft cake texture and chocolate cream filling. The campaign film features Kapoor and positions the product as a fun, everyday snacking option.
Rohan Jain, managing director, WonderWorks Pvt, said, “Ziggy was created with the vision of bringing something distinctive and exciting to the packaged cakes category. With Ziggy Donut Cake, we introduced a unique product format that combines the fun of a donut with the softness and indulgence of a cake.
“This association with Shahid Kapoor marks an important milestone in Ziggy’s next phase of growth as the brand looks to accelerate its reach and consumption across India. Known for his evergreen youthful energy, expressive screen presence and wide family appeal, Shahid is the perfect fit for the brand and we are super excited to have him as the face of our new campaign.”
Kapoor said, “What I liked about the brand Ziggy is that it is young, playful and exciting. A donut-inspired cake with that soft, chocolatey centre is a fun, unique take on something everyone already loves. The campaign has that same sense of fun and playfulness and I’ve enjoyed being part of it. I am delighted to be associated with Ziggy as the brand ambassador for its packaged cakes that are both delicious and innovative.”
Conceptualised by BEI Confluence and directed by Shekhar Kamble of DreamPunk Films, the campaign will run across television and digital platforms, including Meta and YouTube.
The campaign will also extend to trade and outdoor media, with the brand using posters, danglers and billboards to build visibility for the Donut Cake.
Headline: Ziggy ropes in Shahid Kapoor as brand ambassador, unveils new Donut Cake campaign
Subheadline: The WonderWorks-owned packaged cakes brand is using the actor-led campaign to highlight its donut-shaped cake, soft texture and chocolate cream filling.
