Sunfeast Dark Fantasy has rolled out a campaign,  ‘Fantasy Zaroori Hai’ (Fantasy is essential), featuring actor Shah Rukh Khan in a poetic ode to the transformative power of everyday imagination.

Conceptualised by FCB Ulka, the ad film is anchored by a stirring Hindi poem, penned by lyricist and playback singer Swanand Kirkire and recited by Khan, that delves into the many facets of fantasy and the role it plays in enriching our lives. The poem reminds listeners that fantasy isn’t about escape - it’s where dreams take root, fuelling aspirations and offering hope when reality feels overwhelming. Through the evocative verse, the film invites viewers on a whimsical and reflective journey, moving from the monotony of everyday life to the boundless potential of the imagination, while celebrating the countless ways one can imagine, escape, and express ourselves - whether stuck in traffic jams, office routines or between coffee breaks.

What we think about it: What could have been an ordinary film is lifted by the evocative verse and SRK’s compelling narration, inspiring viewers to find joy in the whimsical over routine. It’s a gentle reminder that the power to imagine and manifest lies within us all - just waiting to be stirred.

Ali Harris Shere, chief operating officer, biscuits and cakes cluster, foods division, ITC, said, “Fantasy is deeply personal, yet universally relevant. With 'Fantasy Zaroori Hai’, we at Dark Fantasy, are inviting people to break free from their daily routines and rediscover the transformative touch of fantasy in their lives. In today’s always-on world, moments of fantasy are essential to rejuvenate the spirit and reawaken our senses.  This initiative, led by the King of Fantasy Shah Rukh Khan himself is a tribute to that shared human spirit.”

Suchitra Gahlot, national creative director, FCB Ulka, added, "Fantasy Zaroori Hai’ isn’t just about creating a brand campaign - it’s about igniting a conversation around the magic of fantasies. We harnessed the evocative language of poetry to bring alive the importance of fantasy in our daily lives. We wanted to remind people that fantasy isn’t confined to stories, it’s a way to embrace the extraordinary in our lives, and there’s no better guide to that journey than Shah Rukh Khan."