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...