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.”
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)
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