DARK FANTASY CHOCO FILLS STORY

• Back in 2010, the premium biscuit market in India was boring and undifferentiated. The market was filled with plain vanilla cream biscuits.
• ITC's Sunfeast Dark Fantacy was a challenger brand and was looking for ways to disrupt the premium  cream biscuits market.
• ITC's consumer research revealed that there was a significant change in consumer behavior
• Consumer needs were evolving and consumers were now willing to pay a premium for superior product experiences.
• ITC saw this as a perfect opportunity. And in November 2010, it made a bold move.
• ITC launched Dark Fantacy Choco Fills - the chocolate - filled baked cookie - which was the most premium offering in the biscuits segment.

• It was priced at a significant premium to other brands. The idea was to disrupt the market with a differentiated product, pricing and create a niche where the brand could keep expanding.
• ITC spent aggressively on marketing to communicate the differentiated proposition of Choco Fills.
• Its advertisements portrayed consuming Choco Fills as an exotic experience that re-positioned other biscuits as boring.   

• Also its packaging strategy was a masterstroke. ITC intentionally packaged Choco Fills in single serves ( in a carton box). This gave the product a premium and exclusive image in the eyes of the consumers. 

• Choco Fills was soon a big hit. Consumers loved the taste and the premium experience. 
• Seeing its success ITC used its distribution might to help the brand to expand across the country.
• Choco Fills kept on growing and taking market share away from its competitors over the years.
• It kept engaging with consumers and maintained the brands premium feel with its awesome marketing campaigns.
• Fast forward to today, Dark Fantasy Choco Fills is the largest selling premium cream biscuits brand in India with sales in excess of Rs. 600 crores.
• Its success can be attributed to creating a great product and combining it with innovative marketing practices.