Does Sunfeast Dark Fantasy's latest spot featuring Alia Bhatt make the cut?

The new communication is to establish a proposition that Dark Fantasy can make a delightful dessert

by exchange4media Staff
Published - Jul 19, 2018 8:53 AM Updated: Jul 19, 2018 8:53 AM

Sunfeast Dark Fantasy, the premium cookie brand from ITC Foods recently signed Alia Bhatt as its brand ambassador. To create an impactful ad, Sunfeast Dark Fantasy also teamed up with award-winning feature film and ad film director, Gauri Shinde. The new communication is to establish a proposition that Dark Fantasy can make a delightful dessert. But does the communication ace it? We take a look...

The creative

With Alia’s playful and exuberant personality, this TVC captures her temptation to grab a Sunfeast Dark Fantasy cookie when she gets an opportunity. The scene opens with Alia and her friend entering her home while she offers him a dessert. Temptingly, she opens a pack of Sunfeast Dark Fantasy cookies, takes out a couple of cookies and microwaves them. Alia eagerly gazes upon the cookies while they melt with the choco-filling oozing out making it a perfect dessert treat. Capturing the brand tagline “Can’t wait, won’t wait”, the video indicates how one cannot wait to treat themselves with this sinful indulgence of choco-filled cookie.

Hits and misses?

The background score ‘is that you on my mind’ plays perfectly to describe how Bhatt ‘can't wait and won't wait' to indulge. She grabs a spoon without thinking twice and relishes every bite until she gets interrupted by her friend. While she hesitantly offers the last bite of the cookie to her friend, she ultimately ends up eating the last bite. She beautifully brings alive the ethos of being irresistible and comes across as a seamless fit for the brand. The creative well leverages the synergies between the actor and the brand and showcases the versatility that the brand can address. Importantly, the intent of the campaign to position Dark Fantasy as an easy to make and delightful dessert is established well. This one gives consumers a new way of enjoying their old Dark Fantasy biscuits and is tempting enough to makes you want to devour these sweet indulgences.

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