FCB Ulka creates TVC for Sunfeast Dark Fantasy

The new Dark Fantasy TVC is about celebrating little accomplishments or idiosyncrasies of oneself.

The campaign has been conceptualized by FCB Ulka, Bangalore. The film is set in a fashion studio, where the protagonist (fashion designer) is working on her creation. The pack, which is the other character in the film, is patiently waiting and singing to the beautiful lady. Once done with her work, our woman turns to the pack and celebrates the accomplishment with it. The jingle is the soul of the film. It gives the brand a voice, bringing it to life.   

On the rationale behind this, Dennis Koshy, Vice President – FCB Ulka Bangalore, said “Dark Fantasy has already established its unique offering and image in consumer’s mind. The brand has arrived at a stage where we need to broad base the thought and appeal to larger audience. ‘Live your moment’ as a thought takes the brand forward beautifully.”

Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, expressed “This film is a candid exploration of self-discovery – finding joy in the little, unguarded moments. What’s unique about this film is that the product is seamlessly playing the role of a character integral to the story. Because the only two characters in the film are the girl and the pack.”

Launched in 2005, Sunfeast Dark Fantasy is one of the premium biscuit brands available in the Indian market. In 2012, ITC had released two TVCs with the theme – ‘How far will you go for a Dark Fantasy?’ reflecting its core promise of ‘Pure Indulgence’. The brand is available in five variants – Choco Fills, Choco Crème, Vanilla Crème, Choco Melts and Coffee Fills.