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

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