The #MyFantasyAdWithSRK campaign introduced a pioneering use of Generative AI, marking a significant innovation in marketing. It leveraged cutting-edge technology to personalize consumer engagement, allowing users to co-star in an advertisement with Bollywood superstar Shah Rukh Khan. This innovative approach transformed a million+ passive viewers into active participants and brand storytellers on an unprecedented scale, showcasing a novel method of interactive advertising.

For a decade, Dark Fantasy struggled to significantly move the needle on market penetration and consumer engagement, despite considerable investment in advertising and celebrity endorsements. To break through the clutter, the brand needed a disruptive solution. The #MyFantasyAdWithSRK campaign was born out of this necessity, aiming to reinvent the brand-consumer interaction by turning consumers into brand storytellers through a unique, personalized digital experience. This strategy was designed to elevate the brand's relevance by leveraging Shah Rukh Khan's massive appeal and cutting-edge Generative AI technology.

IThe campaign capitalized on the cultural phenomenon of Bollywood in India, particularly the fantasy of sharing screen space with Shah Rukh Khan, a revered icon. Bollywood's deep-rooted influence in Indian culture, where celebrities are idolized and their lives are intricately followed by millions, provided a fertile ground for this campaign. By tapping into the individual fantasy of co-starring with Khan, the campaign resonated deeply with the audience's desires and aspirations. The #MyFantasyAdWithSRK campaign tapped into this cultural insight, offering fans an unparalleled opportunity to fulfill their fantasy of sharing the screen with their idol. This strategy effectively engaged the audience's desires, creating a compelling narrative that resonated with millions, and drove unprecedented engagement and participation.

The core idea of the campaign, #MyFantasyAdWithSRK, was ingeniously simple yet profoundly impactful. By using just a selfie and the latest in generative AI technology, consumers could star alongside Shah Rukh Khan in a personalized advertisement. This execution allowed fans to fulfill their fantasy of interacting with the Bollywood superstar, turning an ordinary product interaction into an extraordinary, shareable moment. The campaign bridged the gap between celebrity and consumer, leveraging the power of digital innovation to create a personalized experience. Through this approach, Dark Fantasy redefined consumer engagement, making each participant not just a consumer but a co-creator of the campaign narrative.

• Research and Development Phase: July – August 2023

• Technology Testing and Finalization: August – September 2023

• Campaign Launch: September 2023

• Implementation of Unique On-Pack Code System: October 2023

• Analysis of Initial Impact: October 2023

• Scale-Up and Optimisation: October 2023

This campaign was underpinned by cutting-edge generative AI technology, incorporating advanced facial recognition and face swap algorithms capable of crafting highly personalized content from user inputs. The technological framework was designed to handle the enormous scale of engagement, with capabilities to process 65,000 video requests within the first 6 hours, equating to 3 users every second. Additionally, a unique batch code (available only on Dark Fantasy cookie packs) was added to the campaign microsite to help link this digital engagement with physical product purchases. This blend of generative AI technology and innovative marketing strategies not only ensured the campaign's viral success, but also established a new benchmark for digital consumer engagement. It demonstrated the potential of AI to revolutionize marketing tactics and consumer interaction.

MyFantasyAdWithSRK was a runaway hit. The virality of the campaign exceeded all expectations, achieving a 300% boost in social chatter, making Dark Fantasy the most talked-about cookie brand and garnering earned media worth $4million. It broke all records for user engagement with a peak of 65,000 requests within just 6 hours of the website launch. Overall, more than a million users created their personalised video including celebrities, influencers and Tv stars. The campaign led to a stupendous 25% increase in market penetration and 41% spike in purchase intent. This phenomenal engagement level validated the campaign's ability to captivate and resonate with the audience on a massive scale. The strategic use of generative AI technology not only facilitated a unique brand-consumer interaction, but also significantly elevated Dark Fantasy’s visibility and appeal