ITC Foods has launched a new campaign for Sunfeast Dark Fantasy – A compilation of five individual films. Conceived by FCB Ulka Bangalore, the communication emphasizes on the core promise of ‘Irresistibility’.
There are five films in the series – Office, Maternity Ward, Baby, School Bus and Romance, all made by Good Morning Films.
In the Office film, we see a young executive at work. She looks back and forth impatiently, checks the clock to see if it’s an okay time, and finally gives in and pulls out her tiffin box. Inside the box are a few Dark Fantasy Choco Fills singles, and unable to resist any longer, she takes a bite and surrenders to the experience.
At a Maternity Ward, a pregnant lady awaiting her turn seems to be considering something quite intently. Only when she opens her purse do we see that it’s the Dark Fantasy she’s been craving all along. She gives in to the experience, while two other women exchange an indulgent smile.
A Baby is being fed by her father but we see her giving him a pretty hard time, given how disinterested she is in her meal. Realising this, the father picks up a Dark Fantasy lying near him, and shows it to his daughter. Even the baby knows that the Dark Fantasy is something she’ll enjoy and she reaches out for it. The dad makes the most of the moment and spoons in her baby food, while himself enjoying the Dark Fantasy.
In a School Bus, a boy is staring at his melting, collapsing chocolate bar and sulking. His sister realizes what he’s sad about, and knows just the thing to make him feel better. She offers him a Dark Fantasy Choco Fill. He takes a bite and sits back to enjoy the perfect chocolate experience.
A young Romantic couple are playfully teasing each other late one evening. The man blindfolds the woman with his tie, and then feeds her a Dark Fantasy Choco Fill. The experience overcomes her and she pulls off the tie and playfully makes off with the cookie.
Speaking about the campaign, Swati Bhattacharya, Chief Creative Officer – FCB Ulka said – “The first thing that struck me about the Dark Fantasy Choco Fill was the fact that the way it was packed, as singles within a box, it allowed one to almost carry a Dark Fantasy wherever he was going. And this allowed him to give in to that craving wherever and whenever! That was where the entire campaign came from.”
Menaka Menon, Vice President – Bangalore, FCB Ulka, said– “We were tasked with finding a way to bring the irresistible Dark Fantasy experience into day-to-day life. The truth that these chocolate cravings could hit you at any point, was the genesis of the whole idea. And Dark Fantasy Choco Fills is the perfect way to satiate those cravings.”
Client: ITC Foods
Brand: Sunfeast Dark Fantasy Choco Fills
Agency: FCB Ulka, Bangalore
Chief Creative Officer: Swati Bhattacharya
Account Management: Vignesh Babu, Shreyas Upadhya
Account Planning: Smita Konduru, Lavanya M. N.
Agency Producers: Alpa Jobalia, Stanley Christian
Director: Shashanka Chaturvedi (Good Morning Films)