Sunfeast Fantastik! has launched the second edition of its youth-centric Valentine’s campaign, #DumpYourExCess, transforming Gen Z’s most personal break-up moments into bold public expressions of closure. Moving beyond conventional Valentine’s Day storytelling, the campaign positions self-love and emotional release at the center of the conversation.

Building on last year’s momentum, #DumpYourExCess 2.0 partners with a global dating app to redefine how young consumers process breakups in the digital age. Participants were encouraged to block their ex-partners and submit their final messages through a campaign chatbot, creating a safe, judgment-free space for emotional sign-offs. Within hours of launch, the chatbot received thousands of submissions, ranging from witty one-liners and sarcastic goodbyes to thoughtful, reflective farewells – capturing the many shades of modern closure.

Taking the idea beyond screens, Sunfeast Fantastik! amplified select messages across digital billboards in multiple cities. Designed to resemble chat bubbles, the outdoor creatives mirror the campaign’s digital-first language, seamlessly translating private conversations into striking public statements. The move brings Gen Z’s unfiltered voices into shared urban spaces, making emotional honesty visible and culturally relevant.

Commenting on the activation, Subash Balar, VP and Business Head, Chocolates, Coffee & Confectionery, ITC, noted that the overwhelming response highlighted how deeply the idea resonated with young India. By showcasing these messages publicly, the brand aimed to celebrate confidence, self-worth, and the courage to move on, while intentionally breaking away from traditional Valentine’s clichés.

Running across digital and outdoor platforms through the festive period, #DumpYourExCess 2.0 reinforces Sunfeast Fantastik!’s connection with Gen Z – not just as a snack brand, but as a voice that understands contemporary emotions, relationships, and the power of closure.