ITC Dark Fantasy says 'Din Khatam, Fantasy Shuru’ in new campaign

The bilingual TVC features the brand ambassador Alia Bhatt.

Mumbai: Sunfeast Dark Fantasy, the premium center-filled cookie brand from ITC Ltd, has launched its new campaign called ‘Din Khatam, Fantasy Shuru’. Featuring the brand ambassador Alia Bhatt, the ad captures 'the end of day feeling' that one typically goes through.

The bilingual TVC, shot with a blend of Hindi and English, has been released on the brand’s social media handles on Instagram and Facebook, YouTube. The TVC is also on AIR in four South Indian languages.

With its popular jingle ‘Can’t Wait Won’t Wait’, Sunfeast Dark Fantasy in line with the evolving times has now put the spotlight on encouraging consumers to wrap up their day and bring alive their innocuous fantasies. Unwinding after a hard day’s work and biting into a small piece of indulgence has taken various manifestations in the ‘Din Khatam, Fantasy Shuru’ campaign.

The campaign commenced with a cryptic tweet “______ Khatam, Fantasy Shuru”, which explored the audience’s creative flair and identified things they would like to end for their Fantasy to start. The activity revealed some interesting responses which went on to create a buzz on the platform. More than thirty brands and many consumers participated in this twitter conversation, which was trending at the third spot on the platform. The brand had also put up digital billboards in Delhi, Mumbai and Bangalore where some of these interesting tweets featured. The same activity also happened on the radio where RJs on popular channels engaged with consumers.

Commenting on the campaign, ITC Ltd, chief operating officer- biscuits & cakes cluster, foods division, Ali Harris Shere said, “Every day ends on a different note for everyone. Some days end on a high note with a sense of achievement while some may end with lingering thoughts about a multitude of things. It is in moments like these that one seeks comfort for oneself and Dark Fantasy can be their partner, as they unwind for that day. A brand grows when it continues to be relevant in consumers’ lives and through this campaign, Dark Fantasy wants to help them find their little sweet spot for indulging in their little fantasies."

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