Dark Fantasy Campaign Urges Consumers To ‘End The Day And Start Their Fantasy’


Sunfeast Dark Fantasy, the cookie brand of ITC Ltd., has launched its new “Din Khatam, Fantasy Shuru” campaign. With its popular “Can’t Wait Won’t Wait” jingle, Sunfeast Dark Fantasy had strived to position itself as the irresistible supply of sweet treats. As an extension of the beloved jingle and in tune with the changing times, the brand has now focused on encouraging consumers to end their day and bring their innocuous fantasies to life. Relaxing after a hard day’s work and biting into a little piece of indulgence has taken on various manifestations in the “Din Khatam, Fantasy Shuru” campaign.

“The campaign started with a cryptic Tweet ______ Khatam, fantastic Shuru, who explored the audience’s creative flair and identified the things they would like to complete for their fantasy to begin. The activity revealed some interesting responses that created a buzz on the platform. More than 30 brands and many consumers took part in this conversation on Twitter, which was number three on the platform. The brand had also installed digital billboards in Delhi, Mumbai and Bangalore, where some of these interesting tweets were featured. The same activity also occurred on radio where RJs on popular channels spoke to consumers, ”the company said in a statement.

Following on from consumer responses, Dark Fantasy launched its TVC, featuring brand ambassador Ali Bhatt. The ad captures the end-of-day feeling we typically go through and how Alia dispels those worries by reaching out for her Sunfeast Dark Fantasy. A single bite of the decadent, chocolate-filled Cookie gives her that much-needed respite from her mundane routine life.

Commenting on the campaign, Ali Harris Shere, COO, Biscuits & Cakes Cluster, Foods Division, ITC Limited, said: “Every day ends on a different note for everyone. Some days end on a positive note with a sense of accomplishment while others can end with lingering thoughts about a multitude of things. It’s times like these that one seeks comfort for oneself and Dark Fantasy can be their partner, as they relax for that day. A brand grows when it continues to be relevant in the lives of consumers and through this campaign, Dark Fantasy wants to help them find their little piece of paradise to indulge their little fantasies ”.

The bilingual TVC, shot with a mix of Hindi and English, was posted on the brand’s social media on Instagram and Facebook, YouTube. TVC is also broadcast in four South Indian languages.

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