Sunfeast Dark Fantasy: Making India Give Into Everyday Chocolate Indulgence

Biscuit manufacturer Sunfeast used TV, print and digital to change perceptions of its Dark Fantasy biscuit from an occasional treat to everyday consumption in India.

Campaign details

Brand: Sunfeast Dark FantasyBrand owner: ITC LimitedAgency: FCB UlkaMarket: IndiaIndustries: Bread, cake, biscuitsMedia channels: Livestreaming, Newspapers, Online video, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: Over 20 million

Executive summary

This case study describes Sunfeast Dark Fantasy’s three-year journey to counter perception that it was an ‘occasional treat’, thereby igniting growth for both the category and the brand in India.

Dark Fantasy created the centre-filled chocolate cookie category in India and appropriated premium chocolate codes to it. However, the same associations began...

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