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
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
