With Sunfeast Dark Fantasy, 'live your moment' and enjoy the small joys of life

The ad film, conceptualised by FCB Ulka, Bangalore, explores the happiness of discovering joy in little, unguarded moments

BestMediaInfo Bureau | Mumbai | September 18, 2014

Click on the image to watch the TVC.

The Sunfeast Dark Fantasy has launched a new television campaign highlighting the joy of celebrating the little accomplishments in life. Launched in 2005, Dark Fantasy is one of the premium biscuit brands available in the Indian market.

The campaign, conceptualised by FCB Ulka, Bangalore, is set in a fashion studio, where the protagonist (the fashion designer) is seen working on her creation. The biscuit pack, which is the other character in the film, is patiently waiting and singing to the lady. Once done with her work, the woman turns to the pack and celebrates her accomplishment with it. A beautiful jingle plays in the background, giving the brand a voice by bringing it to life.

Dennis Koshy

Dennis Koshy, Vice-President, FCB Ulka, Bangalore, said, “Dark Fantasy has already established its unique offering and image in the consumer's mind. The brand has arrived at a stage where it needs to broad-base the thought and appeal to a larger audience. 'Live your Moment', as a thought, takes the brand forward beautifully.”

Dharmesh Shah, Creative Director, FCB Ulka, Bangalore, added, “This film is a candid exploration of self-discovery – finding joy in the little, unguarded moments. What's unique about this film is that the product is seamlessly playing the role of a character integral to the story. And the only two characters in the film are the girl and the pack.”

The TVC:

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

Credits:

Client: ITC Foods

Agency: FCB Ulka, Bangalore

National Creative Director: KS Chakravarthy 'Chax'

Creative Team: Dharmesh Shah, Rama Krishnan

Servicing Team: Vignesh Babu, Priyank Vaghela, Maria John

Account Planning: Menaka Menon

Agency Producers: Alpa Jobalia, Mazhar khan

Production House: Electric Dreams

Director: Oni Sen

Info@BestMediaInfo.com

Info@BestMediaInfo.com