9 Lakh People Create Sunfeast Dark Fantasy’s #MyFantasyAdWithSRK In Just 10 Weeks

Since its launch on 20 September, 2023, #MyFantasyAdWithSRK, the innovative AI-enabled campaign by Sunfeast Dark Fantasy, has gone viral, garnering buzz and engagement. Till date, 9 lakh people have created their ads with Shah Rukh Khan (SRK) and fulfilled their fantasy of being pampered by the ‘King of Bollywood’ himself. At its peak, the campaign witnessed a response with approximately 6 users uploading their details every minute.

Sunfeast Dark Fantasy, in collaboration with media partner IPG, launched this innovative campaign - #MyFantasyAdWithSRK. Here, consumers/Shah Rukh Khan fans had a unique opportunity to be his co-star and create their own personalised advertisements. Utilising cutting-edge Generative AI technology (Gen AI), users experienced the thrill of sharing screen space with their favourite Bollywood icon by simply uploading their picture on the dedicated campaign website.

The campaign broke the internet as soon as it went live. It gained traction among fans and influencers, across the country. Ads started pouring in from not just metros but from cities such as Patna, Kochi, Guwahati, Indore, Jaipur, Agra, Nagpur and more. Interestingly, amongst all the users approx. 60 per cent users are male while 40 per cent are female.

Speaking on the success of the campaign, Ali Harris Shere – Chief Operating Officer, Biscuits & Cakes Cluster, ITC Foods Division said, "#MyFantasyAdWithSRK gave SRK fans the opportunity to bring to life the fantasies nurtured over the years. It was one of our milestone campaigns, and we are truly delighted to see how fans are coming forward voluntarily and creating their version of the ad. 9 lakh fantasies fulfilled is a huge achievement for brand Dark Fantasy. We are happy to see that we were able to convert the fantasies of many into reality.”

Further, the campaign gained popularity not just in India, but in international markets as well. Fans from Brazil, Australia, Bangladesh and UAE have reached out via the brand’s social media platform expressing their interest to participate.

To take the experience a notch higher, Dark Fantasy also ran a - #MyFantasyAdWithSRK digital contest. Where, top 5 participants who have showcased their creativity in captions and garnered maximum likes on their personalised ad with SRK, will have the opportunity to get their personalised ad with SRK featured on national TV.