Bhuja launches its first brand campaign in 60 years: Real Food. Bold Crunch.
Majans
Key Facts:- Bhuja’s first-ever brand campaign, 60 years after the range launched
- New brand platform: Real Food. Bold Crunch.
- 30-second film with 15- and 6-second versions, produced by Sure Studios
- Set to “Dhum Dhum” by Naanak Sodhi (Sodhivine)
- BVOD on 7Plus (1 Oct – 15 Nov) and 9Now (16 Nov – 31 Dec); outdoor from 5 October in QLD, NSW and VIC
- Made in Brisbane by family-owned Majans, founded in 1960
EMBARGOED UNTIL 12.01AM AEST, THURSDAY 1 OCTOBER 2026
The first campaign of the Bhuja 2026 rebrand features a film set to “Dhum Dhum” by Canadian composer Naanak Sodhi (Sodhivine).
BRISBANE, 1 OCTOBER 2026 – Australian snack maker Majans today launches Bhuja’s first-ever brand campaign, 60 years after the range launched. It introduces a new brand platform alongside a full identity overhaul that repositions Bhuja as bold, adventurous and plant-powered.
In six decades on Australian shelves, Bhuja has never run a brand campaign. It has never been on television, broadcast video on demand, national outdoor or national radio. This is the first time the brand has advertised at scale.
“Bhuja has spent sixty years being the snack Australians pass down through families and share with friends, with almost no advertising,” said Hayley Bonaccorso, Head of Marketing & Brand/Portfolio at Majans. “That kind of loyalty is a gift and a limit. This campaign is our first time properly telling that story at scale, on Bhuja’s own terms.”
At the centre of the campaign is a 30-second film, with 15- and 6-second versions, produced by Sydney production agency Sure Studios. It follows Asha, the everyday snacker Bhuja is made for, through familiar Australian moments: a laneway, a house party, a cinema, a beach and a backyard barbecue. Raja, the Bhuja tiger and the brand’s newly formalised icon, makes an appearance.
“Bhuja has a personality that’s unique in the snack category, and we wanted that personality to live in the characters and the world they inhabit. We built the world around moments where Bhuja naturally belongs, then let a little of its magic seep through the cracks,” said Harrison Woodhead, Film Director and Creative Director on the campaign.
The film is set to “Dhum Dhum” by Canadian screen composer and producer Naanak Sodhi (Sodhivine). Harrison discovered the track, and Sure Studios secured the licence for the campaign.
“Hearing ‘Dhum Dhum’ in a mainstream Australian campaign means a lot. Bhuja has South Asian roots, and so does the sound of the track, which aims to bring the sonics of India to the mainstream. It felt like the right fit, and I’m glad more people will hear and enjoy it,” said Naanak Sodhi (Sodhivine).
The sound design is built around a close-mic’d crunch recorded on a real Bhuja pack. That crunch becomes a sonic hook Majans will carry across the campaign.
“We haven’t tried to out-shout the category. We’ve leaned into what actually makes Bhuja different: real ingredients, layered crunch, unique textures, unmatched flavour, and a cultural authenticity that runs from our recipes right through to the film’s music. It’s bold, and a little bit Boujee. That’s Bhuja,” Bonaccorso said.
Bhuja is made in Brisbane by Majans. The range is gluten-free and built on legumes and nuts, not potato or corn.
Bhuja is available nationally at Woolworths, Coles, IGA, Costco and independent grocers.
ENDS
CAMPAIGN CREDITS
| Client | Majans |
| Head of Marketing & Brand/Portfolio | Hayley Bonaccorso |
| Creative Lead | Alana Chiodo |
| Creative Production Agency | Sure Studios |
| Partner & Executive Producer | Steven Farrer |
| Partner & Head of Creative | Justin Solomons |
| Film Director & Creative Director | Harrison Woodhead |
| Animation / AI | Absolutely AI |
| Creative Director & Founder | Jamie van Leeuwen |
| Music | “Dhum Dhum”, performed by Naanak Sodhi (Sodhivine) |
| Media | Oodle Media, Matt Rossi |
NOTES TO EDITORS
About Sure Studios. Sure Studios is a Sydney-based creative production studio. Established in 2016, it works across luxury, hospitality, automotive, lifestyle and culture.
About Naanak Sodhi. Naanak Sodhi, who releases independent music as Sodhivine, is a Canadian screen composer and music producer. He writes music for Bell Media. His career spans 15 films, 6 albums and 40+ singles. He brings a screen composer’s approach to popular music and works to bring South Asian sounds to the mainstream.
Media schedule. Broadcast video on demand: 7Plus from 1 October to 15 November, then 9Now from 16 November to 31 December. Outdoor: from 5 October across Queensland, New South Wales and Victoria, running to January. Digital rail and transit sites through JCDecaux. Digital retail and street furniture through oOh!media.
Assets available
- Stills from the TVC: Bhuja ATL_Stills_Selects
- TVC 30-second cut: https://youtu.be/PMLb50MAtPI
- Pack renders and brand assets on request
About us:
About Majans. Majans is an Australian family-owned snack manufacturer based in Sumner, Brisbane, making snacks under the Bhuja and Infuzions brands for Australian and export markets. Founded in 1960 by the Raniga family. Company line: Making Snack Magic.
About Bhuja. Bhuja is an Australian-made range of legume and nut-based snack mixes, inspired by South Asian flavour tradition and made in Brisbane. Built on legumes and nuts rather than potato or corn, it carries a plant protein credential rare in the salty snacks aisle. The Australian retail range spans six core mixes: Original Mix, Nut Mix, Beer Mix, Cracker Mix, Ancient Grain Twists and Crunchy Seasoned Peas. It also includes an Authentic Indian range of Aloo Bhujia, Murukku and Papdi Gathiya, and larger sharing and bulk formats. Bhuja also exports to the United States, Canada, New Zealand and Asia.
Pronunciation. Bhuja is pronounced “boo-ja”.
Contact details:
Kasey Vesperman
Digital Marketing Executive, Majans
[email protected] | 0415 874 164
