MAM
Sunfeast Fantastik turns Friendship Day roasts into AI sticker campaign
ITC brand launches #RoastedWithLove with AI chatbot and campus activations to create personalised roast stickers
MUMBAI: Friendship, it seems, is best served with a side of gentle roasting. Leaning into one of Gen Z’s favourite love languages, Sunfeast Fantastik! has rolled out an AI-powered campaign that transforms inside jokes and playful digs into personalised digital stickers for Friendship Day.
The ITC-owned confectionery brand has launched #RoastedWithLove, a campaign that uses artificial intelligence to generate customised roast stickers based on users’ funniest habits, quirks and memorable friendship moments. The initiative aims to tap into the growing popularity of playful banter as a form of affection among younger audiences.
At the heart of the campaign is an AI-powered WhatsApp chatbot, which creates personalised roast stickers that users can instantly share with friends. The experience extends beyond digital screens, with Sunfeast Fantastik! setting up interactive sticker-printing installations across college campuses during the Friendship Day weekend, allowing students to generate and print their customised roasts on the spot.
The campaign reflects a broader shift in brand marketing, where artificial intelligence is increasingly being used to create personalised, shareable experiences instead of conventional advertisements. By combining AI with internet humour, the brand is seeking to position itself within the everyday digital conversations of young consumers.
The campaign went live on August 1 and will continue over the coming weeks across digital platforms. Users can access the #RoastedWithLove chatbot through the brand’s website or Instagram page before sharing their AI-generated stickers on messaging apps and social media.
With youth marketing increasingly revolving around memes, trends and participatory content, brands are moving beyond one-way storytelling to create experiences that audiences actively shape and share. For Sunfeast Fantastik!, the latest campaign suggests that in the age of AI, even friendly teasing can become a personalised brand experience.
