MAM
Sunfeast Fantastik tells Gen Z to swipe left on exes and right on self
#DumpYourExCess 2.0 returns with dating app tie-up and digital closure tools.
MUMBAI: Breaking up just got a brand-new block button. After sparking strong buzz and youth-led traction in its debut outing, Sunfeast Fantastik is back with #DumpYourExCess 2.0, dialling up the drama, humour and cultural bite by partnering with a global dating app to nudge Gen Z towards one radical idea, moving on starts with swiping right on yourself.
The second edition builds on the campaign’s original provocation, encouraging young adults to finally let go of digital baggage by blocking their exes across social media platforms. This time, the payoff is sweeter. Participants who take the plunge receive a one-month free subscription to the dating app, along with a range of prizes, turning closure into a small but celebratory win.
At its core, #DumpYourExCess 2.0 taps into a reality of modern relationships, where break-ups rarely end cleanly and often linger through notifications, old chats and algorithm-driven reminders. By reframing blocking as an empowering act rather than a bitter one, the campaign positions “moving on” as a positive, self-first choice rather than emotional defeat.
ITC vice president and business head for chocolates, coffee and confectionery Subash Balar said young consumers now experience relationships and break-ups largely online. He noted that the campaign aims to transform a simple act of closure into something empowering, reinforcing the brand’s intent to stay culturally relevant and emotionally honest with younger audiences.
Driving the movement is the #DumpYourExCess Hotline, a dedicated Whatsapp chatbot where users publicly pledge to block their ex. Every participant receives a personalised, shareable digital badge, turning a private emotional milestone into a conversation starter. The chatbot also collects real stories of closure and routes users towards further online and on-ground campaign touchpoints, ensuring the idea travels beyond fleeting social media posts.
The initiative will be amplified through campus ambassador-led activities across Valentine’s Week, college engagements featuring status bands, and a high-impact digital out-of-home installation. By blending humour, digital behaviour and real-world participation, Sunfeast Fantastik is once again leaning into a space few brands dare to own, proving that for Gen Z, even heartbreak can be rebooted with a little wit and a clean break.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
