Dark Fantasy, a premium cookie brand, found itself in a challenging position. Despite offering top-notch quality cookies and investing millions in advertising with celebrity endorsements over a decade, the brand struggled to significantly increase its market penetration or foster meaningful engagement with its consumer base. This situation was exacerbated by rising media costs and budget cuts, creating a need for an innovative approach to market the brand and engage consumers.

To elevate its market position and increase Top-of-Mind Awareness (TOMA) in the competitive cookie category , the brand enlisted the unparalleled charm of Bollywood superstar Shah Rukh Khan as its brand ambassador. Their goal was to introduce the brand's renewed proposition, "Fantasy of every Heart," and establish a profound emotional connection with its target audience.

India's love affair with Bollywood is nothing short of a cultural phenomenon. The film industry, known for its vibrant storytelling and larger than life characters, has embedded itself deeply into the fabric of the nation. One name that stands out amidst the stars in 'Shah Rukh Khan', often hailed as the King of Bollywood.

Shah Rukh Khan with his charismatic presence and popularity has achieved an almost divine status among Indians. The desire to meet Shah Rukh Khan transcend borders and generations. For millions around the world, meeting him is more than just a celebrity encounter, it's a dream, an aspiration and an experience that holds profound significance. Shah Rukh Khan is India's biggest Fantasy.

Meeting Shah Rukh Khan is a fantasy that every Indian holds dear in their hearts. So, when Dark Fantasy signed Shah Rukh Khan as their brand ambassador to build a deeper connect with the audience, and launched a new campaign 'Fantasy of every heart' with two new TV Commercials, they went a step ahead to truly fulfil people's fantasy instead of just showcasing it on TV.

They launched a groundbreaking Generative AI platform, enabling consumers to share the screen with Shah Rukh Khan and create their own personalised Dark Fantasy Ad. This platform wasn't just a technological marvel; it was a strategic move to leverage the massive appeal of Shah Rukh Khan and the creative potential of Dark Fantasy's consumer base. It provided an immersive and deeply personal way for consumers to interact with the brand, turning them from passive buyers into brand ambassadors.

The echo of every heart to be with Shah Rukh Khan was brought alive through the campaign #myfantasyadwithSRK . This groundbreaking campaign utilized generative AI at a monumental scale, integrating advanced facial recognition algorithms for the seamless fusion of user-submitted photos with prerecorded SRK footage. The design, characterized by minimalism and colours inspired by the product packaging, aimed for a sharp user journey and underwent refinement through group tests on the microsite.

The platform experienced massive traffic, prompting an overnight expansion of system infrastructure, drastically reducing turnaround time to 2-3 minutes from 25. To meet the overwhelming demand of 180 users per minute, a unique on-pack code system linked digital engagement to product purchases, showcasing AI's potential in driving tangible business outcomes. The tech stack prioritized scalability, data management, and privacy, setting a digital marketing precedent.

360-degree touchpoints from video, social media platforms , TV integrations on relevant channels to Influencers, college communities were activated to amplify the campaign . Platforms like Overpowered.ai and community groups like Convosight & WhatsApp organically reached premium audience as well as non-digital-savvy SRK fans. Influencers like Mythpath & Pearle Maney were used respectively to target specific audiences in gaming community and for breaking through Kerala & Tamil Nadu which are P1 markets for the brand resulting in continuous surge in participation

The campaign, spanning from July to October 2023, showcased the strategic use of generative AI, elevating Dark Fantasy’s visibility and appeal. #MyFantasyAdWithSRK exceeded expectations with a 300% boost in social chatter, $4 million in media coverage, and over a million personalized videos created within six hours. The success translated into a 25% increase in market penetration and a 41% spike in purchase intent, validating the campaign's ability to captivate and resonate on a massive scale.