Aug 04: This Friendship Day, Sunfeast Fantastik! is celebrating friendships the way youth knows best, with playful roasts. Introducing its latest campaign, #RoastedWithLove, the brand is encouraging young consumers to celebrate the quirks that make every friendship unique, transforming inside jokes into personalised AI-generated roast stickers.
At the heart of the campaign is an AI-powered chatbot that creates customised roast stickers inspired by users’ funniest habits, quirks and friendship moments. Taking the experience beyond the digital world, Sunfeast Fantastik! also brought #RoastedWithLove to college campuses during the Friendship Day weekend through interactive sticker-printing installations, where students could instantly generate and print personalised roast stickers to share with their friends.
Commenting on the campaign, Mr. Subash Balar, VP and Business Head, Chocolates, Coffee & Confectionery business, ITC said “Roasting has become a language of affection among youth, and with #RoastedWithLove, we wanted to celebrate this playful dynamic in a way that’s interactive, relatable and shareable. At Sunfeast Fantastik!, we love creating campaigns that reflect youth culture while bringing our brand proposition of ‘Make Everyday Fantastik!’ to life.”
The campaign went live on 1st August and will continue to engage consumers over the coming weeks across digital platforms. Consumers can access the #RoastedWithLove AI-powered WhatsApp bot directly through the brand’s website or Instagram handle to create and share personalised roast stickers with their friends. With #RoastedWithLove, the brand continues to create culturally relevant campaigns that resonate with young audiences by tapping into internet culture and everyday social behaviours.