Mumbai: Sunfeast Dark Fantasy has launched its latest brand campaign, ‘Fantasy Zaroori Hai’, bringing to life a moving narrative about the vital role of fantasy in everyday life. Anchored by a soulful poem penned by National Award-winning lyricist Swanand Kirkire and powerfully narrated by Bollywood superstar Shah Rukh Khan, the campaign marks a significant creative leap in the brand’s storytelling journey.
The film — a digital-first release — explores how fantasy can arise from even the most mundane moments, such as traffic snarls or routine office hours, turning them into extraordinary experiences. True to its brand ethos of “Har Dil Ki Fantasy”, the campaign celebrates imagination as a quiet yet essential force that lives within each individual.
“Fantasy is deeply personal, yet universally relevant,” said Ali Harris Shere, Chief Operating Officer, Biscuits and Cakes Cluster, Foods Division, ITC Ltd. “With ‘Fantasy Zaroori Hai’, we at Dark Fantasy are inviting people to break free from their daily routines and rediscover the transformative touch of fantasy in their lives. In today’s always-on world, moments of fantasy are essential to rejuvenate the spirit and reawaken our senses. This initiative, led by the King of Fantasy Shah Rukh Khan himself, is a tribute to that shared human spirit.”
In the campaign film, Shah Rukh Khan lends his unmistakable voice and charm to the poem, taking viewers on a journey that blurs the line between the real and the imagined. Reflecting on the theme, Khan shared, “Fantasy isn’t about escape — it’s where dreams begin. It fuels our aspirations, shapes our goals when reality tires us out. ‘Fantasy Zaroori Hai’ speaks to that power — the imagination that drives us forward.”
He further added, ‘Jeene Ke Liye Dost, Zaroori Hai Fantasy’, encapsulating the core message of the initiative with poetic poignance.
Commenting on the creative direction, Suchitra Gahlot, National Creative Director, FCB Ulka, said, “‘Fantasy Zaroori Hai’ isn’t just about creating a brand campaign— it’s about igniting a conversation around the magic of fantasies. We harnessed the evocative language of poetry to bring alive the importance of fantasy in our daily lives. We wanted to remind people that fantasy isn’t confined to stories, it’s a way to embrace the extraordinary in our lives, and there’s no better guide to that journey than Shah Rukh Khan.”
The campaign has already begun generating buzz across social media, with the film drawing high engagement across platforms and sparking conversations around the need for creativity, imagination, and emotional reprieve in today’s fast-paced world.
