Sunfeast Dark Fantasy rolled out an outdoor activation for its ‘1 Million Fantasies’ campaign by turning a regular billboard into a live public experience. The idea was to break away from traditional outdoor advertising formats and create something more engaging. The activation drew large crowds, with thousands of people gathering at the location.
At the centre of the event was a large digital hoarding featuring Shah Rukh Khan. In the video, he spoke about helping fulfil consumer fantasies, adding a strong celebrity appeal to the activation. Once the video ended, the area around the billboard turned into a live celebration with music and confetti. The brand presented this as an immersive, entertainment-led experience rather than a typical outdoor campaign.
As part of the campaign, the brand has announced a competition for consumers. It will select forty winners to attend a social event with Shah Rukh Khan. The billboard activation was designed to reflect the atmosphere of this upcoming event. The main goal was to build anticipation for the reward.
Link to the campaign:
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Suraj Kathuria, VP and Head of Marketing – Biscuits, Foods Division, ITC, said, “Outdoor media is typically designed to be viewed from a distance. With this activation, we wanted to push the boundaries of what hoarding can do by turning it into an experience people could actually step into and celebrate. The ‘Party with SRK’ moment was designed as a sneak peek into the larger experiences that the campaign is building towards.”
