Chennai: Sunfeast Dark Fantasy, from ITC Foods, has unveiled a heartwarming new ad film as part of its ongoing ‘Har Dil Ki Sweet Ending’ campaign, starring Shah Rukh Khan. Building on the insight that while meals at home or in restaurants often end with dessert, tiffins rarely do, the brand launches ‘Har Tiffin Ki Sweet Ending’.
Conceptualized by FCB ULKA, the slice-of-life film captures the warmth of everyday parenting, with Shah Rukh Khan playing a father who joins his son in sneaking a Dark Fantasy cookie into their tiffin—only to find mom already beat them to it. The playful narrative celebrates small moments of connection while positioning Dark Fantasy as the perfect tiffin-time indulgence.
Dark Fantasy Choco Fills, known for its molten choco filling and single-serve packaging, offers a mess-free treat that satisfies sweet cravings for both children and working professionals.
“At Sunfeast Dark Fantasy, we’re always looking for meaningful ways to bring indulgence into everyday moments,” said Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Ltd. “With this campaign, we wanted to highlight a relatable truth—tiffin often miss out on a sweet ending. Our film brings this to life in a charming and playful way, and we’re delighted to have Shah Rukh Khan embody this story that’s both endearing and delicious.”
Shah Rukh Khan added, “There’s something timeless about the joy of a sweet surprise in your tiffin. This film was such a delight to shoot—it’s fun, it’s warm, and it brings alive those small but special family moments we all cherish. And of course, working with Dark Fantasy means indulging in the treat myself!”
Suchitra Gahlot, National Creative Director, FCB ULKA, said, “Our creative approach was to turn a simple mealtime habit into an emotional, relatable story. The father-son duo, the mischievous plan, and the intuitive mom come together to celebrate modern family dynamics and indulgence—exactly what Dark Fantasy stands for.”
With this campaign, Sunfeast Dark Fantasy strengthens its emotional connect with Indian families—turning the humble tiffin into an occasion for joy, surprise, and indulgence.
