New Delhi: Sunfeast Dark Fantasy, the premium center-filled cookie brand from ITC Ltd. has launched the second leg of its new campaign ‘Din Khatam, Fantasy Shuru’. The brand has launched a collection of video call backgrounds designed to get consumers to wrap up their day and live out their innocuous dreams. Din Khatam, Fantasy Shuru urges consumers to end their day on time. Consumers can choose from a variety of fun, quirky backgrounds from the below link.The banners are available in two languages – Hindi and English
Sunfeast Dark Fantasy’s ad campaign illustrates the challenges/difficulties of wrapping up a day on time. In the first film, a college student is looking to finish up a full day of online classes, and is clearly ‘done for the day.’ In the second, a corporate employee is on (hopefully) the last video call of the day. It is late in the day and he feels tired. In both films, the voiceover asks the protagonist ‘how do you say that your day is done, without actually saying it?” Answer – Sunfeast Dark Fantasy’s new range of fun and quirky video call backdrops! The backdrop has quirky messages written on them which when used as a background on a video call, communicate the message of “My day is done” in a very subtle, yet impactful way to make the teachers or managers end the video call. As the ad films end, actors Ayush Mehra and Yashaswini Dayama (protagonists of the films) melt away from their worries with Sunfeast Dark Fantasy. One bite into the cookie melt worries away, allowing consumers to end their day.
The Sunfeast Dark Fantasy ‘Din Khatam, Fantasy Shuru’ campaign will also be accompanied by a 360-degree communication intended to bring the brand closer to its consumers.
Commenting on the campaign, Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited, said, “Each person goes through their own set of challenges every day. And we understand that people need to switch off and relax at some point. Through this activation, we look forward to encouraging people to take their deserved time off and unwind at the end of every day with Sunfeast Dark Fantasy. When brands are relevant in consumers’ lives, they grow; and Dark Fantasy wants to help consumers find their moments to indulge in their little fantasies.”
Sunfeast Dark Fantasy has been at the forefront of defining and leading the category for the past decade and is set to push the envelope of newer experiences. A market leader in the center-filled biscuit space, Dark Fantasy Choco Fills established the fills format in the country. In the overall creams segment, filled biscuits are gaining popularity and DF has launched new variants under brands like Big Fills, Coffee Fills, and Choco Nut Fills, giving consumers a variety of options.