Brands
Dark Fantasy’s AI campaign lets you be the co-star of SRK
Mumbai: When you see an ad with the undisputed Badshah of Tinsel Town pampering a woman at the salon or taking care of a fanboy during a private movie screening, you are bound to feel the pinch like millions of fans because not every day does the demigod of Indian cinema do all of this (as much as we would love if he did).
In a move that’s set to capture the hearts of millions across the globe, Sunfeast Dark Fantasy, a cookie synonymous with indulgence, is taking the ‘Har Dil Ki Fantasy’ campaign to a new level. The brand is set to offer people a chance to share a screen with the new brand ambassador of Sunfeast Dark Fantasy and King of Bollywood – Shah Rukh Khan – through its ‘#MyFantasyAdWithSRK’ campaign using Generative Artificial Intelligence Technology (“GenAI”). ITC Sunfeast Dark Fantasy along with their media partner IPG, teamed up with Akool, to bring the technology alive and give every SRK fan a first-of-its-kind experience.
Capturing the pulse of the Indian masses, the brand is raising the bar for the campaign through its GenAI-powered campaign granting every individual the once-in-a-lifetime opportunity to “co-star” with their beloved Shah Rukh Khan. The campaign truly brings alive every individual’s fantasy by featuring them in the new Dark Fantasy ad.
For the first time in India, using GenAI, fans can now recreate Sunfeast Dark Fantasy’s advertisements featuring Shah Rukh Khan with the help of just a selfie. Sunfeast Dark Fantasy also encourages participants to share their personalised ads on their social media handles with the hashtag #MyFantasyAdWithSRK.
Speaking on the campaign, ITC Foods Division chief operating officer – biscuits & cakes cluster Ali Harris Shere said, “We’ve all witnessed the love and admiration that Shah Rukh Khan commands across the world. Our campaign is a direct response to the fantasies nurtured by our consumers over the years. We’ve heard countless wishes of fans wanting to star beside Shah Rukh Khan. This Sunfeast Dark Fantasy campaign brings together two iconic ‘brands’ and brings to life what once seemed like a distant fantasy.”
Khan, whose movies have brought joy to millions of hearts, expressed his excitement about this new campaign, “Partnering with Sunfeast Dark Fantasy for the ‘#MyFantasyAdWithSRK’ campaign has been an incredibly exciting journey. It’s wonderful to witness how technology can bridge dreams and reality, I am thrilled to be a part of my fans lives and step into their fantasies in this unique way. This campaign resonates with the essence of ‘Har Dil Ki Fantasy,’ capturing the spirit of aspirations and bringing them to life. It’s exciting to be a part of this innovative initiative that lets me co-star with my fans. Together, we’re turning our imagination into reality.”
Now that’s what we call truly integrating technology with storytelling and creating an immersive experience for fans who will remember Sunfeast Dark Fantasy as a brand that not only heard them out but also left them with a lingering sweet memory.
https://darkfantasyadwithsrk.in
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
