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Sunfeast rolls out ‘Pure Fantasy’ TVCs to promote Dark Fantasy flavours

The two films were created by Draftfcb Ulka, Bangalore, with the theme ‘How far will you go for a Dark Fantasy?’

BestMediaInfo Bureau | Mumbai | January 3, 2013

Riding on the back of the successful relaunch of the Sunfeast Dark Fantasy brand in 2010, ITC Foods has unveiled a new television campaign for Sunfeast Dark Fantasy Chocolate and Vanilla cream biscuits with a new theme - ‘How far will you go for a Dark Fantasy?’ Draftfcb Ulka has created the two new television commercials that went on air on December 20, 2012.

The TVCs showcase the protagonists – a female in the Vanilla TVC and a guy in the Chocolate TVC – indulging in their Dark Fantasy in solace at their idyllic, fantasy place, communicating the message of the product being all about ‘I, Me, Myself’ with my Dark Fantasy.

The magic of the TVCs is heightened by the soft and lilting background music.

Commenting on the campaign, Dharmesh Shah, Creative Director, Draftfcb Ulka Bangalore, said, “The last campaign portrayed the characters consuming the product and disappearing in their own world. These two TVCs bring to light the brand idea of how far one will go to relish one’s dark fantasies by which we mean travelling far physically to enjoy privacy with the product. Sunfeast Dark Fantasy is all about opulence and a premium touch, making it an expensive and rich product. It is unlike the regular cream biscuits and is targeted primarily at adults.”

According   to   Dennis   Koshy, Vice-President, Draftfcb Ulka Bangalore, “Indulgence products are expected to whisk you away into another world – a world of sensorial pleasures. With its premium ingredients, Sunfeast Dark Fantasy is perfectly crafted to deliver on that promise. Even the final signoff ‘Escape into one’ flows from this belief.”

The product will be promoted nationally through an on-ground contest and also online. Additionally the brand has tied up with an airline company and is promoting it through in-flight sampling.

Sunfeast Dark Fantasy was launched in 2005. The brand is  currently  the  leader  in  the  premium crème segment and  is  available  in  three  variants – Chocolate, Vanilla and Choco Fills.

The TVCs:







Client: ITC Foods

Agency: Draftfcb Ulka, Bangalore

Creative Team: Dharmesh Shah

Client Servicing Team: Vignesh Babu, Morarji Anand

Account Planning: Narayan

Agency Producers: Alpa Jobalia, Mazhar khan

Production House: Ginger Water Films

Director: Zap

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