Brands
Sunfeast announces Shah Rukh Khan as the new brand ambassador for Dark Fantasy
Mumbai: ITC’s Sunfeast Dark Fantasy, is thrilled to announce the beginning of an exciting journey with the “King of Fantasy”- Shah Rukh Khan- as the new face of the brand.
Sunfeast Dark Fantasy introduces its renewed brand proposition, ‘Sunfeast Dark Fantasy – Har Dil Ki Fantasy’ aiming to establish a profound connection with its consumers. This innovative concept springs from the universal yearning for a touch of fantasy in our everyday lives. With this new perspective, the brand seeks to resonate across diverse consumer segments, encouraging personal flights of fantasy anytime, anywhere. Shah Rukh Khan who is loved by everyone truly represents the fantasy of his innumerable fans across the world. This synergy between the two makes it a fantastical combination.
This collaboration sets a new benchmark for the brand as the ‘King of Bollywood’ joins forces with the ‘King of Biscuits’. Sunfeast Dark Fantasy embarks on the journey of ‘Har Dil ki Fantasy’, and invites consumers to partake in an extraordinary adventure guided by Khan’s charm and delectable indulgence of its biscuits. This chapter not only redefines the brand but also elevates the concept of fantasy in the hearts of individuals nationwide.
ITC Foods Division COO biscuits & cakes cluster Ali Harris Shere shared his thoughts on the exciting partnership with Shah Rukh Khan: “We are supremely excited to have the King of Bollywood, Shah Rukh Khan, as the face of Sunfeast Dark Fantasy. He is an iconic figure. His charm, sophistication, and larger than life persona makes him the ideal choice to represent the brand. With this association, we are confident of elevating the brand’s presence and further reinforce its connection with consumers. Together, we aim to take people on an extraordinary journey that celebrates their fantasies, making it a memorable experience.”
Khan, whose movies have brought joy to millions of hearts, expressed his views on joining hands with Sunfeast Dark Fantasy, “I am delighted to associate with Sunfeast Dark Fantasy, a brand that is truly loved by all of us. The brand’s new proposition of ‘Har Dil Ki Fantasy’ deeply resonates with me, as it encourages everyone to imagine, fantasize and live the extraordinary; an idea which I truly believe in. I am happy to be a part of this exciting and unique journey of fulfilling fantasies.”
FCB Ulka national creative director Romi Nair expressed his joy on the exciting collaboration between Shah Rukh Khan and Sunfeast Dark Fantasy: “We know that everyone fantasizes and “Har Dil ki Fantasy” is born out of that insight. This campaign encourages everyone to take “flights of fantasy” and come back alive. And to bring this idea to life, who better than Shah Rukh Khan who is the Fantasy of India. The campaign brings Shah Rukh Khan in an avatar that we all love him for. He will charm India with this campaign.”
The TVC, conceptualised by FCB Ulka, begins at a salon’s waiting area where a lady eagerly awaits her turn. To kill time, she enjoys a Choco Fills cookie, which instantly transports her to a fantasy. Khan magically appears and indulges her, styling her hair, applying makeup and tending her nails. She comes back with a smile, realising it was all in her fantasy and shares a cookie with a puzzled girl nearby. Shah Rukh Khan’s voiceover highlights the delightful experience, “Crunchy cookie mein molten choco”. The commercial concludes with Shah Rukh Khan exclaiming, “Har Dil Ki Fantasy” as a pack of the cookies is showcased.
The campaign is set to launch across India in eight different languages. It will be broadcasted across digital, social media platforms and television channels, forming an integral part of the comprehensive pan-India media plan.
Further, with the advent of this association and the brand’s new proposition, Sunfeast Dark Fantasy is all set to carve an everlasting place in the hearts of its customers by offering them an unmatched experience that blends fantasy with reality.
Amidst air of curiosity, the brand unveiled an enticing teaser starring Shah Rukh Khan, presented in Hindi, Tamil and various other languages across social media platforms through influential figures. This strategic move swiftly captured the public’s attention, sparkling widespread discussion. The teasers collectively garnered impressive traction across diverse social media channels, further amplified as fans enthusiastically shared the content across various platforms.
Brands
Microsoft faces worst quarter since 2008 financial crisis
Cloud giant battles soaring AI costs and fierce competition from nimble startups.
MUMBAI: When the tech titan starts looking a little wobbly, even the Magnificent Seven can feel the tremors because Microsoft is currently starring in its own sequel, “Clouds and Doubts.” Microsoft is on track for its worst quarterly performance since the 2008 global financial crisis, according to Bloomberg, as investors grow increasingly uneasy about rising capital expenditure and intensifying competition from nimble AI firms. The company has been pouring money into AI infrastructure, yet markets are questioning when these hefty investments will finally deliver stronger revenue growth.
At the same time, investors are shifting away from traditional software stocks amid fears that AI startups such as Anthropic and OpenAI are developing autonomous agents capable of replacing established products, including those from Microsoft. Jonathan Cofsky, portfolio manager at Janus Henderson Investors, noted growing concern that customers may bypass Microsoft and deal directly with AI vendors, potentially disrupting its core business and putting pressure on pricing and margins.
Microsoft’s stock has tumbled 25 per cent in the first quarter, putting it on course for its largest drop since a 27 per cent fall in the fourth quarter of 2008. It has also emerged as the weakest performer among the so-called Magnificent Seven technology stocks, while a broader index tracking the group has fallen 14 per cent over the same period. The shares slipped a further 1.7 per cent after markets opened on Friday, marking a potential fourth consecutive session of declines.
Cofsky pointed out that Microsoft has become more capital intensive and that improved investor confidence will hinge on assurances that software growth will not slow materially. Despite the sell-off, the stock is now trading at less than 20 times projected earnings over the next 12 months, its lowest valuation level since June 2016. Its valuation remains slightly above that of the S&P 500 Index, although it has recently traded at a discount to the broader benchmark for the first time since 2015.
Bloomberg data shows Microsoft’s capital expenditure, including leases, is expected to surge to $146 billion in fiscal 2026, up around 66 per cent from $88 billion in fiscal 2025. Spending is projected to climb further to $170 billion in fiscal 2027 and $191 billion in fiscal 2028, based on average estimates. Investors are growing cautious about such levels of spending without clearer signs of stronger growth.
Microsoft’s Azure cloud division has reported a slight slowdown in growth compared with the previous quarter, while its Copilot AI product has seen limited user traction, prompting internal changes aimed at improving performance. Ben Reitzes, an analyst at Melius Research, warned in a March note that Microsoft’s upside in Azure could be constrained as the company works to address challenges related to its AI models and Copilot offering, adding that these issues are unlikely to be resolved in the short term.
Of the 67 analysts covering Microsoft, 63 maintain buy ratings, three hold ratings and one a sell rating. The average 12-month price target of $592 implies a potential upside of more than 64 per cent, the highest on record based on data going back to 2009. The stock is also trading below its 200-day moving average by the widest margin since 2009.
Reitzes suggested the dominance of buy ratings may indicate complacency among analysts, while highlighting risks in Microsoft’s productivity and business processes segment as well as its More Personal Computing division. In contrast, Tal Liani of Bank of America reinstated coverage with a buy rating, citing durable multi-year growth prospects across cloud and AI. Jake Seltz, portfolio manager at Allspring Global Investments, maintained that Microsoft retains strong long-term value and that its AI strategy is likely to be validated over time, viewing near-term concerns as a potential opportunity for longer-term investors.
The report highlights a growing divergence in market sentiment, with optimism around long-term AI potential weighed against immediate execution risks and investor uncertainty. In the world of big tech, even the mightiest clouds can have silver linings but right now, Microsoft’s investors are scanning the horizon for clearer skies.
