Sunfeast Dark Fantasy reaches out to the inner child

Conceptualised by FCB Ulka, Bangalore, the film transports one to a fantasy world where the Crème Biscuit is a doorway to a truly memorable experience

BestMediaInfo Bureau | Mumbai | July 2, 2015

Click on the image to watch the TVC.

Sunfeast Dark Fantasy, the premium biscuit brand launched by ITC in 2005, has over the years pegged itself as the ultimate in indulgence – just one bite is all it takes to get transported into the world of Dark Fantasy – making every biscuit a doorway to a truly memorable experience.

The latest communication from the brand tailors this promise to suit Crème Biscuits, a format that is intrinsically associated with one's childhood. Conceptualised by FCB Ulka Bangalore, the film revolves around a young man who encounters the brand in the lobby of a luxury hotel. Just one bite of Sunfeast Dark Fantasy Crème Biscuit is all it takes to bring out the child in him, inspiring him to hop on to a bellhop trolley and ride it around the lobby, much to the amusement of the people around him.

Dennis Koshy

Dennis Koshy, Vice-President – Bangalore, FCB Ulka, commented, “Crème Biscuits are part and parcel of one's growing up years. Even as adults we have fond memories of splitting them open, licking the cream, etc. This, coupled with the fact that every adult has an inner child waiting to burst out, gave us a unique platform to anchor the brand to.”

Dharmesh Shah, Creative Director – Bangalore, FCB Ulka, added here, “Crème Biscuits are primarily targeted at kids. However, Dark Fantasy is an adult brand. The new film straddles the sweet spot, appealing to the child in every adult, thereby keeping the brand codes intact.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: ITC Foods

Brand: Sunfeast Dark Fantasy Crème Biscuits

Creative agency: FCB Ulka, Bangalore

Creative Team: Dharmesh Shah, Rama Krishnan, Supreeth Nagaraja

Servicing Team: Vignesh Babu, Priyank Vaghela, Shreyas Upadhya

Account Planning: Menaka Menon

Agency Producers: Alpa Jobalia, Mazhar khan

Director: Zap (Gingerwater Films)

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