Dark Fantasy is a premium chocolate filled biscuit from ITC. The challenge here was to raise visibility and popularity within the southern India markets of Karnataka and Kerala, thereby increasing consumption of these biscuits especially in the creation of cakes and desserts.
We used 5 very specific creators who were experts in baking and had a substantial following in that category. Video recipes were made using the biscuits in making some delectable cakes and desserts and then distributed on the creator's channels on YouTube and Instagram. This was followed by a UGC contest where the creators asked for their very own recipes from the audience and increased further engagement with the campaign.
Over 5+ Million credible conversations have been driven through the campaign which is still going strong.