Don't wait for the craving, carry your Dark Fantasy along
The proposition of the chocolate-filled biscuits -- 'Can't wait, won't wait' -- is highlighted in a campaign conceived by FCB Ulka Bangalore
BestMediaInfo Bureau | Mumbai | September 8, 2016
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ITC Foods has launched a new campaign for Sunfeast Dark Fantasy – a compilation of five individual films. Conceived by FCB Ulka Bangalore, the communication emphasises on the core promise of 'irresistibility.'
In the first film, an office set-up shows a young executive at work. She looks back and forth impatiently, checks the clock to see if it's an okay time, and finally pulls out her lunch box. Inside the box are a few Dark Fantasy Choco Fills singles, and unable to resist any longer, she takes a bite and surrenders to the experience.
The second film is set in a maternity ward, as a pregnant lady awaiting her turn seems to be considering something quite intently. Only when she opens her purse do we see that it's the Dark Fantasy she's been craving all along. She gives in to the experience, while two other women exchange an indulgent smile.
The next film shows a baby being fed by her father but we see her giving him a pretty hard time, given how disinterested she is in her meal. Realising this, the father picks up a Dark Fantasy lying near him, and shows it to his daughter. Even the baby knows that the Dark Fantasy is something she'll enjoy and she reaches out for it. The dad makes the most of the moment and spoons in her baby food, while enjoying the Dark Fantasy himself.
The fourth film shows a boy in a school bus upset about his melting chocolate. A girl (probably his sister) realises what he's sad about, and knows just the thing to make him feel better. She offers him a Dark Fantasy Choco Fill. He takes a bite and sits back to enjoy the experience.
The last film in the series casts a young romantic couple playfully teasing each other late one evening. The man blindfolds the woman with his tie, and then feeds her a Dark Fantasy Choco Fill. The experience overcomes her and she pulls off the tie and playfully makes off with the cookie.
Swati Bhattacharya
Swati Bhattacharya, Chief Creative Officer, FCB Ulka, said, “The first thing that struck me about the Dark Fantasy Choco Fill was the way it was packed, as singles within a box, it allowed one to almost carry a Dark Fantasy wherever he was going. This allowed him to give in to that craving wherever and whenever. That was where the entire campaign came from.”
Menaka Menon
Menaka Menon, Vice-President, Bangalore, FCB Ulka, said, “We were tasked with finding a way to bring the irresistible Dark Fantasy experience into day-to-day life. The truth that these chocolate cravings could hit you at any point, was the genesis of the idea. And Dark Fantasy Choco Fills is the perfect way to satiate those cravings.”
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