ITC Sunfeast Fantastik has unveiled a fresh campaign to promote its newly launched Strawberry Cheesecake chocolate bar, featuring comedian Gaurav Gera’s beloved Chutki and Shopkeeper characters alongside actor and former Miss World Manushi Chhillar.
Video: https://www.instagram.com/reel/DZ42FqKqQCL/?igsh=MWYzMnFuN2ZuazlmMw==
Created by a simple agency, the campaign introduces the premium-inspired flavour by blending strawberry, cheesecake and chocolate into an affordable ₹10 offering. Designed with humour and nostalgia at its core, the campaign primarily targets consumers in North India, where the product is being rolled out through retail outlets.
The campaign comprises two digital films that move away from traditional chocolate advertising. In one, Chutki and Manushi share a playful rivalry at a neighbourhood shop while enjoying the new chocolate bar. The second film is set during a fashion shoot, where the crew unexpectedly shifts its attention to the product after discovering its flavour and price, breaking the fourth wall in the process.
Commenting on the campaign, Chirag Sangai, Founder of a simple agency, said the objective was to present the unique flavour combination in an engaging and memorable way. He added that pairing a popular digital character with a global beauty queen created an unexpected yet culturally relevant narrative that kept the spotlight firmly on the product.
The campaign is live across Meta and YouTube, with a regional focus on North India. According to the brand, it has already generated strong engagement online, attracting reactions from celebrities including Malaika Arora and Sumona Chakravarti.
