When a Sunfeast Dark Fantasy Choco Fills biscuit becomes a pat on the back

Conceived by FCB ULka, the new TVC underlines the brand's 'pure indulgence' theme

BestMediaInfo Bureau | Mumbai | July 17, 2015

Click on the image to watch TVC.

After rolling out the 'Bellhop' TVC last month for its Sunfeast Dark Fantasy Choco Fills biscuits, ITC Foods has now unveiled the second ad film in the series. Conceived by FCB Ulka Bangalore, the brand communication reflects the core promise of 'Pure Indulgence'.

The new 43-second TVC is filled with nostalgia as a young man gazes at an old picture of him with his father. He then begins restoring an old clock that was given to him by his father. On finished, he keeps gazing at the clock in anticipation of something. At the stroke of 12, a little soldier pops out, evoking joy and memories. He smiles and celebrates this special moment with a Dark Fantasy Choco Fills cookie. In the end, he calls up his father to share his little feat, holding out the phone for him to hear the soldier pop out.

Dennis Koshy

Speaking about the commercial, Dennis Koshy, Vice President – Bangalore, FCB Ulka, said, “Dark Fantasy is one of the most premium offerings in the Indian biscuit market. It is always a challenge to create communication for such brands as one needs to balance the conflicting needs of exclusivity and growth.”

Dharmesh Shah, Creative Director, FCB Ulka, Bangalore, added here, “Although we often get rewarded for the big achievements in life, those everyday triumphs go without a thumbs up. That's what this ad is all about. When he (the protagonist) indulges in a Dark Fantasy Choco Fills cookie right after he brings the clock back to life, it's like the proverbial pat on the back for that little effort.”

The TVC:

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

Credits:

Client: ITC Foods

Brand: Sunfeast Dark Fantasy Choco Fills

Creative agency: FCB Ulka, Bangalore

Creative Director: Dharmesh Shah

Creative Group Head: Rama Krishnan

Copywriter: Yuveline Titus

Account Management: Vignesh Babu, Priyank Vaghela, Shreyas Upadhya

Account Planning: Menaka Menon

Agency Producers: Alpa Jobalia, Mazhar khan

Director: Ashim Ahluwalia (Future East Films)

Info@BestMediaInfo.com

Info@BestMediaInfo.com