Sunfeast Dark Fantasy Biscuits.....What you feel?

Brand:- Sun feast Dar Fantasy by ITC ltd.

Punchline:- Escape into one

Segment:- Premium barnd segment

Competitors:-  burnburn, hide & seek and others

About Sun feast brand:- Since ITC ltd has launched Sun feast brand, it is getting good response as well as success to build strong brand image in to mind of consumers. Overall strategically , this brand is working good against its rival brand (Snacks and Food).

Core Competency of ITC ltd:-  what kind of ITC is using strategy? Once ITC is launched any segment brand then it is doing only brand extension in same segment but different product. This is the main strength of this organization.Brand success and failure is different things.  For example:

(1) Sun feast biscuits brand:- Under this name various types of segments biscuits are available with range, flavor etc.

(2) Bingo brand:- same as above like sun feast

(3) Classmate brand (Stationery segment) :-  Notebook, pencil, pens, full scape book under same name Classmate

(4) Vivel brand Personal care:- soap, shampoo, face wash, face cream etc..

So, this is strength of ITC.. Consumers have to remember only one thing  either "Sunfeast, Classmate, Vivel or Bingo" and shopkeeper can understand easily.

Again the brand Dark fantasy campaign started against rival hid & seek as well as  burn burn. Actually, we can not say exactly that they are competitors because all these three brands are very different. yes, we can say that they are effect therefore it can called as substitute. All these brands are into premium segment but still they have different identity as well as totally different.

Link of ad:-
http://www.youtube.com/watch?v=PBXvWH_ce98

http://www.youtube.com/watch?v=-5rrmI3I028

Brand Campaign;- As per my opinion , i feel some lack of branding for this brand, there is lack of brand message or establish brand. This advertisement campaign is showing some opposite effect. If you will analyze both of these advertisement very carefully, you will find the some mix of other product. Both ads are different flavors (pineple & chocolate). From starting to end point, it is shown  part of British time, feel like king and queen as Britishian , the location also same like palace , decoration, and ultimately feeling like sweet, romantic and fantasy taste. The whole advertisement are without any voice over as well as only background music, body gestures.At the end voice over say "Escape into one".

What kind of lack:- Sometimes, it can feel like condom advertisement. While it has shown slowly chocolate on biscuits, it shows clearly some level sexuality as well as same thing while person was tasting the biscuits. it can success to shown as premium segment but, still the lack of proper branding, its establishment and message. At the end of ad, parrot as well as dog both are feel say something that you can easily understand after watching ad.

To promote biscuits is very difficult  against competitors. Lot of things we have to require to think. Because one common thing "Taste" that every brand will show. Still, apart from it, it can need more clarity.

What you feel? Whats your opinion?  Share your views............