Sunfeast Dark Fantasy introduces new brand positioning in campaign featuring Shah Rukh Khan

Sunfeast roped in Shah Rukh Khan as brand Ambassador for Dark Fantasy.

Sunfeast Dark Fantasy introduces its renewed brand proposition, ‘Sunfeast Dark Fantasy - Har Dil Ki Fantasy’ aiming to establish a connection with its consumers. With this new perspective, the brand seeks to resonate across diverse consumer segments, encouraging personal flights of fantasy anytime, anywhere.

The company has also launched a TVC featuring Khan, which was conceptualised by FCB Ulka.

The TV begins at a salon’s waiting area where a lady eagerly awaits her turn. To kill time, she enjoys a Choco Fills cookie, which instantly transports her to a fantasy, Bollywood star Shah Rukh Khan magically appears and indulges her, styling her hair, applying makeup and tending her nails. She comes back with a smile, realising it was all in her fantasy and shares a cookie with a puzzled girl nearby. Shah Rukh Khan's voiceover highlights the delightful experience, "Crunchy cookie mein molten choco". The commercial concludes with Shah Rukh Khan exclaiming, "Har Dil Ki Fantasy" as a pack of cookies is showcased.

Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, ITC Foods Division, said, "We are supremely excited to have the King of Bollywood, Shah Rukh Khan, as the face of Sunfeast Dark Fantasy. He is an iconic figure. His charm, sophistication, and larger-than-life persona make him the ideal choice to represent the brand. With this association, we are confident of elevating the brand's presence and further reinforcing its connection with consumers. Together, we aim to take people on an extraordinary journey that celebrates their fantasies, making it a memorable experience."

Khan said, "I am delighted to associate with Sunfeast Dark Fantasy, a brand that is truly loved by all of us. The brand's new proposition of ‘Har Dil Ki Fantasy' deeply resonates with me, as it encourages everyone to imagine, fantasize and live the extraordinary; an idea which I truly believe in. I am happy to be a part of this exciting and unique journey of fulfilling fantasies”.

Romi Nair, National Creative Director, FCB Ulka, said, “We know that everyone fantasizes and “Har Dil ki Fantasy” is born out of that insight. This campaign encourages everyone to take “flights of fantasy” and come back alive. And to bring this idea to life, who better than Shah Rukh Khan who is the Fantasy of India. The campaign brings Shah Rukh Khan in an avatar that we all love him for. He will charm India with this campaign.”

The TVC:

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