Ziggy has brought actor Shahid Kapoor on board as its brand ambassador, launching a playful new campaign for its Donut Cake built around the idea that when it comes to a delicious treat, everyone wants the same one. Titled “Sabko Chahiye Wohi Ek, Ziggy Donut Cake,” the campaign puts Shahid Kapoor at the centre of a light-hearted film that plays with the irresistible appeal of the product.
The communication revolves around a simple consumer truth: when something tastes this good, sharing may not always be the first thought.
In the film, Shahid Kapoor gets a chance to try Ziggy Donut Cake and immediately develops a strong liking for it. The playful narrative follows his enthusiasm for the product, even as he has to participate in making a reel for the brand.
The humour comes from the fact that Shahid's interest in the product feels less like a celebrity endorsement and more like a genuine craving. Even when the camera is rolling, the Donut Cake remains the real distraction.
The campaign uses this playful situation to reinforce its central line: “Sabko Chahiye Wohi Ek.”
The product itself is at the heart of the communication. Ziggy Donut Cake combines the familiar shape and appeal of a donut with the soft, spongy texture of a packaged cake and a chocolate cream filling.
This combination gives Ziggy a differentiated proposition within the packaged cakes category, while the campaign presents it as an easy everyday indulgence rather than something reserved for a particular occasion. The creative idea keeps the product visible throughout, allowing the texture, chocolate centre and donut-inspired format to become part of the entertainment.
Shahid Kapoor Becomes the Face of Ziggy
The campaign also marks Shahid Kapoor's association with Ziggy as its brand ambassador. According to WonderWorks, the company behind Ziggy, the partnership is part of the brand's next phase of growth as it looks to expand its reach and consumption across India. For Ziggy, Kapoor brings a combination of youthful energy, recognisable screen presence and broad family appeal, qualities the brand sees as fitting its young and playful positioning.
Kapoor has also described Ziggy as a young and playful brand, highlighting the product's combination of a donut-inspired format and soft, chocolatey centre.
The campaign has been conceptualised by BEI Confluence and directed by Shekhar Kamble of DreamPunk Films. It is planned across television and digital platforms, including Meta and YouTube, with additional visibility through trade and outdoor formats such as posters, danglers and billboards.
Rather than building a complicated story around the celebrity, the campaign keeps the product at the centre and uses Kapoor's personality to make the interaction more entertaining.
That makes the creative thought easy to understand: you see Ziggy, you try Ziggy, and suddenly you want the same one. With “Sabko Chahiye Wohi Ek,” Ziggy is using Shahid Kapoor to give its Donut Cake a larger cultural presence while keeping the communication rooted in the simple pleasure of an indulgent everyday snack.