Sunfeast Fantastik tells Gen Z to swipe left on exes and right on self

MUMBAI: Breaking up just got a brand-new block button. After sparking strong buzz and youth-led traction in its debut outing, Sunfeast Fantastik is back with #DumpYourExCess 2.0, dialling up the drama, humour and cultural bite by partnering with a global dating app to nudge Gen Z towards one radical idea, moving on starts with swiping right on yourself.

The second edition builds on the campaign’s original provocation, encouraging young adults to finally let go of digital baggage by blocking their exes across social media platforms. This time, the payoff is sweeter. Participants who take the plunge receive a one-month free subscription to the dating app, along with a range of prizes, turning closure into a small but celebratory win.

At its core, #DumpYourExCess 2.0 taps into a reality of modern relationships, where break-ups rarely end cleanly and often linger through notifications, old chats and algorithm-driven reminders. By reframing blocking as an empowering act rather than a bitter one, the campaign positions “moving on” as a positive, self-first choice rather than emotional defeat.

ITC vice president and business head for chocolates, coffee and confectionery Subash Balar said young consumers now experience relationships and break-ups largely online. He noted that the campaign aims to transform a simple act of closure into something empowering, reinforcing the brand’s intent to stay culturally relevant and emotionally honest with younger audiences.

Driving the movement is the #DumpYourExCess Hotline, a dedicated Whatsapp chatbot where users publicly pledge to block their ex. Every participant receives a personalised, shareable digital badge, turning a private emotional milestone into a conversation starter. The chatbot also collects real stories of closure and routes users towards further online and on-ground campaign touchpoints, ensuring the idea travels beyond fleeting social media posts.

The initiative will be amplified through campus ambassador-led activities across Valentine’s Week, college engagements featuring status bands, and a high-impact digital out-of-home installation. By blending humour, digital behaviour and real-world participation, Sunfeast Fantastik is once again leaning into a space few brands dare to own, proving that for Gen Z, even heartbreak can be rebooted with a little wit and a clean break.