Sunfeast Dark Fantasy has rolled out an out-of-home (OOH) activation as part of its ongoing ‘1 Million Fantasies’ campaign, featuring Shah Rukh Khan.
The activation involved converting a traditional billboard into a live experiential setup, drawing public attention through an on-ground event format. According to the brand, the installation was designed to reimagine conventional outdoor media by turning it into an interactive experience.
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The hoarding featured a video reveal of Shah Rukh Khan announcing the campaign, following which the setup transitioned into a live event with music, confetti and audience participation. The activation attracted onlookers who gathered to witness and engage with the experience.
As part of the campaign, the brand announced that 40 consumers will be selected for a ‘Party with SRK’ experience. The hoarding activation was positioned as a preview of this larger campaign proposition.
Speaking about the activation, Suraj Kathuria, VP and Head of Marketing - Biscuits, Foods Division, ITC Ltd, said, “Outdoor media is typically designed to be viewed from a distance. With this activation, we wanted to push the boundaries of what a hoarding can do by turning it into an experience people could actually step into and celebrate on. The ‘Party with SRK’ moment was designed as a sneak peek into the larger experiences that the campaign is building towards.”
The initiative forms part of Sunfeast Dark Fantasy’s broader campaign strategy, which focuses on creating immersive experiences linked to consumer engagement.
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