SRK adds a sweet ending to tiffin boxes in Sunfeast Dark Fantasy's new ad
has launched a new ad film starring
Shah Rukh Khan
as part of its ongoing '
Har Dil Ki Sweet Ending
' campaign.
Tapping into a relatable insight—that while meals at home or restaurants often end with dessert, tiffin rarely does—the brand introduces 'Har Tiffin Ki Sweet Ending'.
Conceptualised by
FCB ULKA
, the new film weaves together the warmth of everyday parenting with the delectable indulgence that defines Dark Fantasy. In a slice-of-life narrative, we see Khan in a fatherly role teaming up with his son to sneak a Dark Fantasy cookie into their tiffin—only to realise mom was already a step ahead.
The film celebrates these small moments of connection and joy and reinforces that with Dark Fantasy, a sweet ending is always guaranteed.
Dark Fantasy Choco Fills
, with its signature molten choco filling and smart, single-serve packaging, is designed for the modern-day tiffin. It delivers a rich, mess-free indulgence that not only satisfies sweet cravings but also adds a delightful surprise to lunch breaks—whether one is a school-going kid or a working professional.
Excited about the new ad film, Ali Harris Shere, chief operating officer, biscuits and cakes cluster, foods division, ITC said, "Our film brings this to life in a charming and playful way, and we're delighted to have Shah Rukh Khan embody this story that's both endearing and delicious."
Khan said, "This film was such a delight to shoot—it's fun, it's warm, and it brings alive those small but special
family moments
we all cherish. And of course, working with Dark Fantasy means indulging in the treat myself!"
Suchitra Gahlot, national creative director, FCB Ulka said, "Our creative approach was to turn a simple mealtime habit into an emotional, relatable story. The father-son duo, the mischievous plan, and the intuitive mom come together to celebrate
modern family dynamics
and indulgence—exactly what Dark Fantasy stands for."
Through this new film, Dark Fantasy deepens its emotional connect with today's Indian families—celebrating those small, meaningful moments that elevate the everyday. By turning a tiffin box into an occasion of joy and indulgence, the brand once again reinforces its role as the sweet conclusion to every tiffin.
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