Sunfeast Fantastik! has relaunched its Valentine’s Day campaign, #DumpYourExCess2.0, following the response to its first edition. The 2026 campaign is being run in collaboration with a global dating app and is aimed at Gen Z audiences.
Under #DumpYourExCess2.0, the brand encourages participants to block their ex-partners across social media platforms as a symbolic step towards moving on. Users who take part are eligible to receive a one-month free subscription to the partnered dating app along with additional prizes.
Speaking on the campaign, Mr. Subash Balar, VP and Business Head, Chocolates, Coffee & Confectionery business, ITC said, “Young consumers today experience relationships and break-ups largely in the digital world. With #DumpYourExCess 2.0, we wanted to encourage a simple but powerful act of closure, turning “moving on” into something positive and empowering. This initiative reflects Sunfeast Fantastik!’s belief in creating campaigns that feel real, relatable and culturally relevant for young audiences.”
A central element of the campaign is the #DumpYourExCess Hotline, a WhatsApp chatbot that allows users to pledge publicly to block their ex. Participants receive a personalised, shareable digital badge. The chatbot also collects user stories and connects participants to additional online and on-ground campaign activities.
The campaign will be supported through campus ambassador programmes during Valentine’s Week, college-based activations featuring status bands, and a digital out-of-home installation.
