Ad Campaigns
Sunfeast Fantastik! launches India’s first 4D bar featuring Siddhant and Sreeleela
Mumbai: ITC Sunfeast Fantastik! raises the bar in the snacking industry with the launch of its innovative 4D coated wafer bar, combining crunchy wafer, soft caramel, rich milk chocolate, and roasted peanuts for a unique multi-layered experience. Designed to appeal to Gen Z consumers seeking excitement in their snacking choices, the Sunfeast Fantastik! 4D bar is set to revolutionize the coated wafer segment as a category-first product in India.
The brand’s latest campaign, #RaiseTheBar, features popular icons Siddhant Chaturvedi and Sreeleela as brand ambassadors. In the new TVC, the duo embodies the vibrant spirit of the product, showcasing the layers of indulgence and bold flavor combinations.
Chaturvedi, expressing his excitement about the launch, said, “I’m really happy to be the face of Sunfeast Fantastik! 4D. It’s a fun and unique product that brings together so many layers of flavour. I love how it pushes the boundaries in the coated wafer space, and I’m excited for everyone to try it and enjoy the experience!”
Sreeleela, sharing her thoughts on the campaign, said, “I am thrilled to be a part of Sunfeast Fantastik! 4D campaign. This indulgent product is a game-changer. The four layers come together to create a delightful treat which is absolutely irresistible. Can’t wait for all of you to try it and love it as much as I do.”
The Sunfeast Fantastik! 4D bar embodies the brand’s commitment to offering a richer snacking experience, pushing the boundaries of what consumers expect from coated wafers. The launch reflects ITC’s dedication to innovation and premium quality, with the new product available across major retail outlets and supermarkets nationwide.
ITC Limited, chief operating officer of chocolates, coffee, and confectionery, Rohit Dogra said, “We are delighted to introduce India’s first 4D bar to the market. Sunfeast Fantastik! 4D is designed to offer a fun and indulgent experience with its unique combination of four layers – crispy wafer, soft caramel, rich milk choco, and roasted peanuts. Our new TVC with Siddhant Chaturvedi and Sreeleela perfectly captures the spirit of the product—simple, bold, and irresistibly delicious. We are confident that this launch will resonate with our target audience of Gen Z consumers and ‘raise the bar’ for snacking in India.”
The campaign, conceptualised by FCB Ulka Bangalore and directed by Anand Iyer of Mirzapur Season 2 fame, brings together superior product experience and innovation at every price point, with the 4D bar redefining standards in the category.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
