Campaign India Team
Sep 17, 2014

Sunfeast Dark Fantasy urges indulgence, says 'Live your moment'

Watch the ad film conceptualised by FCB Ulka

Sunfeast Dark Fantasy has launched a campaign, conceptualised by FCB Ulka.
 
A designer seated in a fashion studio works away at creating a jacket. A packet of Sunfeast Dark Fantasy biscuits lies on the table, as she patiently thinks through her creation. A flash of thought leads to some innovation, in turn leading to satisfaction for the designer. A picture of the work on the internet is positively received. She turns to the packet of biscuits and bites into one in her celebratory mood.
 
Dennis Koshy, vice president, FCB Ulka, Bengaluru, said, “Dark Fantasy has already established its unique offering and image in consumer’s mind. The brand has arrived at a stage where we need to broadbase the thought and appeal to larger audience. ‘Live your moment’ as a thought takes the brand forward beautifully.”
 
Dharmesh Shah, creative director, FCB Ulka, Bengaluru, added, “This film is a candid exploration of self-discovery – finding joy in the little, unguarded moments. What’s unique about this film is that the product is seamlessly playing the role of a character integral to the story. Because the only two characters in the film are the girl and the pack.”
 
Credits
 
Client: ITC Foods
Agency: FCB Ulka, Bengaluru
National creative director: KS Chakravarty
Creative: Dharmesh Shah, Rama Krishnan
Servicing: Vignesh Babu, Priyank Vaghela, Maria John
Account planning: Menaka Menon 
Agency producers: Alpa Jobalia, Mazhar khan
Production house: Electric Dreams
Director (film): Oni Sen 
Source:
Campaign India