Mumbai: ITC Sunfeast Fantastik has launched a new marketing campaign for its latest Strawberry Cheesecake variant, bringing together actor-comedian Gaurav Gera’s popular Chutki and Shopkeeper characters with former Miss World Manushi Chhillar.
Conceptualised by a simple agency, the campaign aims to position the new premium-inspired chocolate flavour as an accessible indulgence, highlighting the combination of strawberry, cheesecake and chocolate at a ₹10 price point. The campaign has been designed with a focus on humour, nostalgia and product appeal, particularly for audiences in North India where the product will primarily be available through retail stores.
The creative strategy combines Gaurav Gera’s well-known digital character IP with Manushi Chhillar’s mainstream appeal to create a contrast between nostalgia and glamour. The campaign features two ad films that showcase the Strawberry Cheesecake bar through humorous situations rather than conventional chocolate advertising formats.
In the first film, Chutki and Manushi engage in a playful competition at a local shop while enjoying the product. The second film uses a fashion shoot setting and breaks the fourth wall, with the production team shifting focus after discovering the taste and affordability of the chocolate.
Speaking about the campaign, Chirag, Founder of a simple agency, said, “Our brief from the very beginning was simple: romanticise a product that was being launched for the 1st time, which has chocolate, strawberry, cheesecake, and get the right complementary combination who would communicate the same seamlessly.”
He added, “The decision to pair an iconic digital character with a global beauty queen allowed the campaign to connect with audiences in a completely unexpected way. As the creative agency, our role was to bring this direction to life, so it felt culturally relevant and highly shareable, all while keeping the spotlight on the Strawberry Cheesecake flavor and its unbelievable price. Every creative decision was made to ensure the celebrity presence amplified the product rather than overshadowing it.”
The campaign is currently live across Meta and YouTube platforms, with regional rollouts focused on Northern Indian markets. The brand said the campaign has received strong digital engagement, with reactions and comments from several public figures, including Malaika Arora and Sumona Chakravarti
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