Sunfeast rolls out ‘new meetha’ campaign with Alia Bhatt

With this campaign, the ITC brand, Sunfeast Dark Fantasy, aspires to position itself as the ‘new meetha’ which people can take pride in serving to their guests

by exchange4media Staff
Published - Aug 17, 2019 8:14 AM Updated: Aug 19, 2019 3:44 PM

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Alia Bhatt

Sunfeast Dark Fantasy, the premium cookie brand from ITC Ltd, has rolled out its new TVC featuring Alia Bhatt. Revisiting the brand’s tagline “Can’t wait, won’t wait”, the commercial showcases how Bhatt is eagerly waiting for the engagement ceremony to conclude so that everyone can celebrate the occasion with the ‘new meetha’ on the block, Sunfeast Dark Fantasy.

With this new communication, the brand aspires to position itself as the ‘new meetha’ which people can take pride in serving to their guests.

Commenting on the TVC, Paritosh Wali, Chief Operating Officer, Biscuits & Confections Cluster, Foods Division, ITC Limited, said, “We endeavour to elevate the dessert indulgence experience of Sunfeast Dark Fantasy by positioning it as the ‘New Meetha’ for all celebratory occasions. Sunfeast Dark Fantasy focuses on special moments with family and friends to make the indulgence more exciting. The TVC emphasizes on joy of sharing and showcases the premium look & feel of Dark Fantasy as a meetha. Sunfeast aims to break further barriers and scale new heights in the indulgent biscuits segment by entering the space of meetha.”

Swati Bhattacharya, Chief Creative Officer, FCB Ulka, added, “The story beautifully captures the idea of everyday chocolate cravings, while establishing Dark Fantasy as a superior and unique alternative during meetha occasions. Alia plays the character of a chocolate addict and Dark Fantasy, with its ultimate chocolate credentials, gives you an irresistible chocolate experience. With this film, the brand takes its idea of heightened irresistibility to the next level.”

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