Sunfeast Dark Fantasy has launched its latest brand initiative ‘Fantasy Zaroori Hai’, centred around a thought-provoking Hindi poem. This campaign, brought to life through a captivating film, delves into the various dimensions of fantasy—its meaning, existence, and importance in our lives.
The poem, penned by National Award-winning Lyricist and Playback Singer Swanand Kirkire, is recited by Bollywood superstar Shah Rukh Khan. It takes the audience on a reflective and whimsical journey from the humdrum of everyday life to the limitless world of fantasy.
The initiative aligns with Sunfeast Dark Fantasy’s brand proposition, “Har Dil Ki Fantasy”, and celebrates the many ways in which individuals can imagine, escape, and express themselves. Whether it's in mundane situations like traffic jams or daydreaming about fairy-tale worlds, the film showcases fantasy’s ability to offer an escape from reality, no matter how small or big the moment.
Ali Harris Shere, Chief Operating Officer, Biscuits and Cakes Cluster, Foods Division, ITC Ltd., said, “Fantasy is deeply personal, yet universally relevant. With ’Fantasy Zaroori Hai’, we at Dark Fantasy, are inviting people to break free from their daily routines and rediscover the transformative touch of fantasy in their lives. In today’s always-on world, moments of fantasy are essential to rejuvenate the spirit and reawaken our senses. This initiative, led by the King of Fantasy Shah Rukh Khan himself is a tribute to that shared human spirit.”
The campaign was launched digitally, with the film reaching audiences through social media platforms. Its compelling narrative and Shah Rukh Khan’s evocative voice quickly garnered attention, sparking widespread reactions and conversations.
Shah Rukh Khan, lending both his voice and presence to the film, shared, “Fantasy isn’t about escape — it’s where dreams begin. It fuels our aspirations, shapes our goals when reality tires us out. ‘Fantasy Zaroori Hai’ speaks to that power — the imagination that drives us forward.”
Suchitra Gahlot, National Creative Director, FCB Ulka, commented, "Fantasy Zaroori Hai’ isn’t just about creating a brand campaign— it’s about igniting a conversation around the magic of fantasies. We harnessed the evocative language of poetry to bring alive the importance of fantasy in our daily lives. We wanted to remind people that fantasy isn’t confined to stories, it’s a way to embrace the extraordinary in our lives, and there’s no better guide to that journey than Shah Rukh Khan."
With ‘Fantasy Zaroori Hai’, Sunfeast Dark Fantasy further solidifies its strong partnership with Shah Rukh Khan, delivering a powerful message across India. Together, they encourage millions to step out of the ordinary and rediscover the extraordinary, all through the transformative power of fantasy.
