Craft
Digital Design & Craft
Content > Personalised Storytelling & Experience
CRAFT - Digital Design & Craft (Content > Personalised Storytelling & Experience)
JPG
MP4
1m:59s
Dark Fantasy - Biting into a million fantasies
Brand: Sunfeast Dark Fantasy
Client: ITC Limited
Entrant: Interactive Avenues
Baby Blue Elephant
Entry Title: | Dark Fantasy - Biting into a million fantasies |
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Brand: | Sunfeast Dark Fantasy |
Client: | ITC Limited |
Entrant Company: | Interactive Avenues |
Description: | Dark Fantasy, a premium cookie brand, found itself in a challenging position. Despite offering top quality cookies and investing millions in advertising with celebrity endorsements over a decade, the brand struggled to significantly increase its market penetration or foster meaningful engagement with its consumers. This situation was exacerbated by rising media costs and budget cuts, creating a need for an innovative approach to market the brand and engage consumers. The #MyFantasyAdWithSRK campaign was born out of this necessity, to reinvent the brand-consumer interaction by turning consumers into brand storytellers through a one-of-its kind personalised digital experience that enabled them to co-star with Bollywood superstar, Shah Rukh Khan. This campaign leveraged cutting-edge technology to personalise consumer engagement, allowing people to use just a selfie and the latest in generative AI technology, to feature in a Dark Fantasy advertisement with Shah Rukh Khan. The technological framework was optimised to handle the enormous scale of engagement, with capabilities to process 65,000 video requests within the first 6 hours. #MyFantasyAdWithSRK exceeded expectations with 1 million+ personalised Dark Fantasy Ads created, a 300% boost in social chatter, 41% hike in purchase intent and a 25% increase in penetration |
Company Credits: | Interactive Avenues |
Company Credits: | Mediabrands Content Studio |
Company Credits: | Initiative |
Individual Credits: | Aparna Tadikonda |
Individual Credits: | Karan Anand |
Individual Credits: | Siddhant Mazumdar |
Individual Credits: | Sindhu Janaradhan |
Individual Credits: | Lekha Singh |
Individual Credits: | Priti Maydeo |
Individual Credits: | Kirti Saxena |
Individual Credits: | Nitin Kalel |
Individual Credits: | Gulsan Jena |
Individual Credits: | Shruti Mehra |