Brands
Sunfeast Dark Fantasy turns hoarding into live SRK party stunt
OOH activation brings billboard to life, teases ‘Party with SRK’ reward
MUMBAI: Sunfeast Dark Fantasy has taken outdoor advertising up a notch, turning a regular hoarding into a live party experience as part of its latest campaign.
The activation, built around the ongoing 1 Million Fantasies campaign, drew crowds as a billboard suddenly came alive, blending entertainment with traditional out-of-home media in a way that stopped passersby in their tracks.
At the centre of the spectacle was a giant hoarding that lit up with a video of Shah Rukh Khan, announcing he would fulfil fans’ fantasies. Within moments, the space transformed into a lively scene with music, confetti and onlookers capturing the moment on their phones.
The stunt also served as a teaser for a larger consumer engagement. As part of the campaign, 40 winners will get the chance to experience a “Party with SRK”, positioning the activation as both a preview and a participation hook.
Explaining the idea behind the execution, ITC Limited foods division VP and head of marketing biscuits Suraj Kathuria said, “Outdoor media is typically designed to be viewed from a distance. With this activation, we wanted to push the boundaries of what a hoarding can do by turning it into an experience people could actually step into and celebrate on.”
By transforming a static format into a live, shareable moment, the brand has effectively blurred the lines between advertising and entertainment. The activation also highlights how experiential marketing is evolving, with brands looking to create moments that travel far beyond their physical location through social media.
With the promise of a real party with Shah Rukh Khan still to come, Sunfeast Dark Fantasy seems to have found a sweet spot where fantasy meets the street.
