Sunfeast strikes post a memorable chime

Sunfeast Dark Fantasy  has launched an ad for its Choco Fills biscuits. The ad film has been conceptualised by FCB Ulka's Bengaluru office. 

 

The film begins as a young man works to restore a cuckoo clock. A photo frame which has the protagonist, his father and the clock depicts childhood moments shared around the clock.  Upon finishing it, as the clock strikes twelve a figure pops out, bringing a smile to the protagonist's face. He then reaches for a Dark Fantasy Choco Fills cookie and calls up his father to share the sound.

 

The film ends as the product is showcased and a voice over says, “Feel special.” 

 

Dennis Koshy, vice president – Bengaluru, FCB Ulka, said, “Dark Fantasy is one of the most premium offerings in the Indian biscuit market. It is always a challenge to create communication for such brands as one needs to balance the conflicting needs of exclusivity and growth."

 

Dharmesh Shah, creative director at the office, added, “Although we often get rewarded for the big achievements in life, those everyday triumphs go without a thumbs-up. That’s what this ad is all about. When he (the protagonist) indulges in a Dark Fantasy Choco Fills cookie right after he brings the clock back to life, it’s like the proverbial pat on the back for that little effort.”

 

Credits

Client: ITC Foods (Sunfeast Dark Fantasy Choco Fills)

Creative agency: FCB Ulka, Bengaluru

Creative director: Dharmesh Shah

Creative group head: Rama Krishnan

Copywriter: Yuveline Titus

Account management: Vignesh Babu, Priyank Vaghela, Shreyas Upadhya

Account planning: Menaka Menon

Agency producers: Alpa Jobalia, Mazhar khan

Director: Ashim Ahluwalia (Future East Films)