ITC Foods has launched a TV campaign for its Sunfeast Dark Fantasy biscuits, continuing with the signature ‘Escape into one’ theme. The TVC created by Draftfcb-Ulka will go on air on 20 December.
The film extends the brand’s core promise of ‘pure indulgence’ by depicting people going out of their way to enjoy the experience. It features a young man dressed in riding clothes entering a palatial house, and being greeted by his dogs. The film shows him listening to music on the gramophone and playing chess, all against a backdrop of opulence. The film also manages to intermittently feature shots of Sunfeast Dark Fantasy biscuits without interrupting the flow. The protagonist then settles into a chair by the fireplace and relishes his Dark Fantasy biscuit. The camera zooms out, and it is revealed that he is in a house on a snow-capped mountain. The voice over then says, “How far will you go for your dark fantasy? Sunfeast Dark Fantasy: Escape into one.”
Dennis Koshy, vice president, Draftfcb-Ulka, Bengaluru, said, “Indulgence products are expected to whisk one away into a world of sensorial pleasures. With its premium ingredients, Sunfeast Dark Fantasy is perfectly crafted to deliver on that promise. Even the final signoff ‘Escape into one’ flows from this belief.”
On the creative brief, KS Chakravarthy, national creative director, Draftfcb-Ulka, said, “Last year, we relaunched Dark Fantasy on the pure indulgence platform with their theme: Escape into a dark fantasy. So the requirement this time around was to continue the same broad theme, and at the same time refresh it creatively.”
The campaign will straddle outdoor, digital, and social media, besides on ground activation.
Creating the opulent feel obviously entailed a lot of thought and effort. Chakravarthy explained, “The creative evolved over a series of meetings, discussions, and brainstorms with the client’s team. We were very clear we wanted to stick to some of the elements that had worked so well for us - the luxurious, almost sinfully hedonistic feel of the whole commercial and the focus on a single protagonist, alone with his/her great indulgence. Every detail, every nuance was discussed in depth, all carefully chosen to push the position of complete, total indulgence. The color palette, the setting, the props, the styling, the music – every one of the execution elements needed to push the core proposition.”
Client: ITC Foods
Creative agency: Draftfcb-Ulka, Bengaluru
Creative team: Dharmesh Shah
Servicing team: Vignesh Babu and Morarji Anand
Account planning: Narayan
Agency producers: Alpa Jobalia, Mazhar Khan
Production house and director: Ginger Water Films, Zap.