CRAFT - Digital Design & Craft (Content > Personalised Storytelling & Experience)

Dark Fantasy - Biting into a million fantasies - ITC Limited - Sunfeast Dark Fantasy JPG
Dark Fantasy - Biting into a million fantasies - ITC Limited - Sunfeast Dark Fantasy MP4 1m:59s

Dark Fantasy - Biting into a million fantasies
Brand: Sunfeast Dark Fantasy
Client: ITC Limited
Entrant: Interactive Avenues

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Dark Fantasy - Biting into a million fantasies - Sunfeast Dark Fantasy - ITC Limited

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Entry Title: Dark Fantasy - Biting into a million fantasies
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
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