An unprecedented nine lakh people creates #MyFantasyAdWithSRK in just ten weeks

An unprecedented nine lakh people creates #MyFantasyAdWithSRK in just ten weeks

Successfully sets a new benchmark for personalised advertising in the industry

Sunfeast Dark Fantasy

Mumbai: Since its launch on 20 September 2023, #MyFantasyAdWithSRK, the innovative AI-enabled campaign by Sunfeast Dark Fantasy, has gone viral, garnering unprecedented buzz and engagement. To date, nine lakh people have created their ads with mighty Shah Rukh Khan (“SRK”) and fulfilled their fantasy of being pampered by the ‘King of Bollywood’ himself. At its peak, the campaign witnessed an overwhelming response, with approximately 6 users uploading their details every minute!

Sunfeast Dark Fantasy, in collaboration with media partner IPG, launched this innovative campaign - #MyFantasyAdWithSRK. Here, consumers/Shah Rukh Khan fans had a unique opportunity to be his co-stars and create their personalised advertisements. Utilising cutting-edge Generative AI technology (Gen AI), users experienced the thrill of sharing screen space with their favourite Bollywood icon by simply uploading their picture on the dedicated campaign website  

The campaign broke the internet as soon as it went live. It gained huge traction among fans and influencers, across the country. Ads started pouring in from not just metros but from cities such as Patna, Kochi, Guwahati, Indore, Jaipur, Agra, Nagpur and more. Interestingly, among all the users approx. 60 per cent of users are male while 40 per cent are female.  

ITC Foods Division chief operating officer, Biscuits & Cakes Cluster Ali Harris Shere said, "#MyFantasyAdWithSRK gave SRK fans the opportunity to bring to life the fantasies nurtured over the years. It was one of our milestone campaigns, and we are truly delighted to see how fans are coming forward voluntarily and creating their version of the ad. Nine lakh fantasies fulfilled is a huge achievement for the brand Dark Fantasy. We are happy to see that we were able to convert the fantasies of many into reality”.

Further, the campaign gained popularity not just in India, but in international markets as well. Fans from Brazil, Australia, Bangladesh and UAE have reached out via the brand’s social media platform expressing their interest in participating.  

To take the experience a notch higher, Dark Fantasy also ran a - #MyFantasyAdWithSRK digital contest. Where, top five participants who have showcased their creativity in captions and garnered maximum likes on their personalized ad with SRK, will have the opportunity to get their personalized ad with SRK featured on national TV.