Bhuja Channels ‘Dhum Dhum’ For First Brand Campaign In 60 Years

Australian snack maker Majans has launched Bhuja’s first ever brand campaign featuring a film set to Dhum Dhum by Canadian composer Naanak Sodhi (Sodhivine).

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 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 and bnrand/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, also 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 of the campaign.

Harrison discovered the track Dhum Dhum, and Sure Studios secured the licence for the campaign.

Sodhi said: “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 available nationally at Woolworths, Coles, IGA, Costco and independent grocers.

Campaign credits