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Alia Bhatt's new indulgence is mouth-watering!

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Sunfeast Dark Fantasy, the premium cookie brand from ITC Foods has signed Alia Bhatt as its brand ambassador. This collaboration is set to add further excitement to its campaign theme of “Can’t wait, won’t wait”. With this campaign, the brand aspires to position itself as the ultimate dessert indulgence. Known for her vivacious personality & youthful energy, Alia Bhatt will now be the face of the brand. With Alia on board, Sunfeast aims to break further barriers and scale new heights in the biscuits industry.

To create an impactful imagery, Sunfeast Dark Fantasy has also teamed up with award winning feature film and ad film director, Gauri Shinde. Bringing alive the “Dear Zindagi” magic, Alia Bhatt and Gauri are back together once again with an endearing TVC. Capturing the brand tagline “Can’t wait, won’t wait”, the video indicates how one cannot wait to treat themselves with this sinful indulgence of choco-filled cookie.

With Alia’s playful and exuberant personality, this TVC captures her temptation to grasp a Sunfeast Dark Fantasy cookie when she gets an opportunity. The scene opens with Alia and her friend entering her home while she offers him a dessert. Temptingly, she opens a pack of Sunfeast Dark Fantasy cookies, takes out a couple of cookies and microwaves them. Alia eagerly gazes upon the cookies while it melts in with the choco-filling oozing out of the cookie making it a perfect dessert treat. The background score ‘is that you on my mind’ plays perfectly to describe how she ‘can't wait and won't wait' to indulge. She grabs a spoon without thinking twice and relishes every bite until she gets interrupted by her friend. While Alia hesitantly offers the last bite of the cookie to her friend, she ultimately ends up eating the last bite. The intent of the campaign is to position Dark Fantasy as easy to make yet delightful dessert.

Commenting on this collaboration, Mr. Paritosh Wali, COO, ITC Foods- Confections said, “At ITC, our endeavor has always been to provide innovative, delightful & superior quality products to our consumers. Sunfeast Dark Fantasy is a true reflection of our commitment to delight consumers with unique and differentiated offerings. Irresistible indulgence, anytime-anywhere, has been our brand’s promise to our consumers and the new campaign takes this forward effectively. With Dark Fantasy’s new communication we are providing a unique proposition of making an easy yet delightful dessert using Dark Fantasy cookies. I am confident that Dark Fantasy’s association with Alia Bhatt, will only build the excitement about our innovative offerings and enrich consumer experiences about the product.

Commenting on the campaign, Nitin Karkare, Chief Executive Officer, FCB ULKA said, ‘The association of Sunfeast Dark Fantasy and Alia Bhatt is a match made in heaven. In Alia we found the perfect fit as far as seamlessly bringing alive the irresistibility and spontaneity of consumption goes. This association is the perfect next step towards further entrenching the story of an irresistible indulgence, and towards demonstrating the versatility of occasions that the brand can address.’

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