Sunfeast Dark Fantasy, the premium biscuit brand launched by ITC in 2005, has been very successful in carving out a niche for itself at the top end of the market.
The brand has over the years become the gold standard that competition is forever trying to match and has expanded its offering to include variants like Dark Fantasy Choco Fills, Dark Fantasy Choco Meltz, and Dark Fantasy Luxuria.
Over the years, the brand has pegged itself as the ultimate in indulgence – just one bite is all it takes to get transported into the world of Dark Fantasy – making every biscuit a doorway to a truly memorable experience.
The latest communication from the brand tailors this promise to suit Crème Biscuits, a format that is intrinsically associated with one’s childhood. Conceptualized by FCB Ulka Bangalore, the film revolves around a young man who encounters the brand in the lobby of a luxury hotel. Just one bite of Sunfeast Dark Fantasy Crème Biscuit is all it takes to bring out the child in him, inspiring him to hop on to a bellhop trolley and ride it around the lobby, much to the amusement of the people around him.
Dennis Koshy, Vice President–Bangalore, FCB Ulka, has this to say: “Crème Biscuits are part and parcel of one’s growing up years. Even as adults we have fond memories of splitting them open, licking the cream etc. This coupled with the fact that every adult has an inner child waiting to burst out, gave us a unique platform to anchor the brand to”.
Dharmesh Shah, Creative Director–Bangalore, FCB Ulka, adds: “Crème biscuits are primarily targeted at kids. However, Dark Fantasy is an adult brand. The new film straddles the sweet spot, appealing to the child in every adult, thereby keeping the brand codes intact.”
Sunfeast Dark Fantasy Crème Biscuits are available in two variants – Choco Crème and Vanilla Crème, and comes in an all new premium packaging.
Credits:
Client: ITC Foods
Brand: Sunfeast Dark Fantasy Crème Biscuits
Agency: FCB Ulka, Bangalore
Creative Team – Dharmesh Shah, Rama Krishnan, Supreeth Nagaraja
Servicing Team – Vignesh Babu, Priyank Vaghela & Shreyas Upadhya
Account Planning – Menaka Menon
Agency Producers – Alpa Jobalia, Mazhar khan
Director: Zap (Gingerwater Films)