There’s something about everyday life that feels like it’s always on repeat—wake up, run through your to-do list, deal with traffic, emails, meetings, chores, sleep, and start again. Somewhere between getting things done and keeping it together, we forget what it feels like to pause and just imagine. That’s where Sunfeast Dark Fantasy’s new brand initiative, “Fantasy Zaroori Hai”, steps in—not just as a campaign, but as a much-needed reminder of something we all quietly crave but rarely talk about: the power of fantasy.

At the heart of this initiative is a beautiful Hindi poem. Not flashy. Not complicated. Just deeply moving. It explores what fantasy really is—where it lives, how it shows up, and why it’s such an important part of being human. The words come alive thanks to Swanand Kirkire, a master of emotion and melody, and are narrated by none other than Shah Rukh Khan—someone who’s pretty much become a symbol of dreams for an entire generation.

The moment Shah Rukh begins speaking, it doesn’t feel like an ad. It feels like a friend talking. It feels like someone reminding you of the version of yourself you may have quietly packed away. You know, the one who used to look at clouds and see shapes, or imagine stories while staring out of a bus window. That version of you is still in there—and this film gently nudges her awake.

Sunfeast Dark Fantasy’s message has always been “Har Dil Ki Fantasy,” and this new initiative builds on that—only now, it’s not just about sweet indulgence, it’s about emotional nourishment too. The film shows fantasy in all its forms—some wild, some silly, some tender. It tells us that fantasy doesn’t have to be some big, dramatic escape. Sometimes, it’s just in the little things—like pretending you’re the lead in a music video while walking home in the rain. Or imagining a parallel universe where you’re an astronaut during a boring office meeting.

Fantasy shows up in the quiet moments. When you’re stuck in traffic and suddenly drift off, wondering what life would be like if you just took a left turn instead of heading to work. When you daydream about an alternate version of yourself—braver, louder, softer, freer. When you write poetry you’ll never show anyone. That’s fantasy, too. It’s not silly. It’s sacred.

Ali Harris Shere, COO of the Biscuits and Cakes cluster at ITC, put it beautifully when he said, “Fantasy is deeply personal, yet universally relevant.” That really hits home. Because even if we don’t talk about it, we all need something to hold on to that’s ours—something that doesn’t need permission or explanation. That’s what fantasy gives us. A place to breathe, to hope, to be a little foolish, a little fearless.

The film was released online first—quietly, yet powerfully. It found its way into people’s phones, timelines, and hearts. And soon, people were sharing it, not because they were told to, but because it meant something. It touched something tender. It reminded them of who they were before life got loud.

And then there’s Shah Rukh Khan. His voice carries a kind of nostalgia, like a warm blanket on a cold evening. When he says, “Fantasy isn’t about escape—it’s where dreams begin,” you don’t just hear it—you feel it. Coming from someone who’s built an empire on dreams, the words carry weight. They make you want to pause, look up, and remember the last time you let your imagination truly wander.

The creative soul behind the film, Suchitra Gahlot of FCB Ulka, shared, “This isn’t just a campaign—it’s a conversation.” And she’s right. The film doesn’t sell. It speaks. It asks you questions you didn’t know you had. Like—when did you stop drawing suns with faces? When did the world become only about plans and not about possibilities?

Fantasy, the film reminds us, doesn’t have to be logical. It just has to be yours. Maybe it’s dancing in your living room at midnight. Or planning your Oscar speech in the shower. Maybe it’s imagining meeting someone who understands you completely. Or reimagining your life as a musical where everyone breaks into song in the middle of an argument.

And you know what? That’s okay. That’s more than okay. That’s necessary. Because we’re not robots. We’re not made to just survive—we’re made to feel, to wonder, to dream. Fantasy is the space between what is and what could be. And that space? That’s where magic happens.

In today’s world, where everything is fast, practical, and productivity-focused, “Fantasy Zaroori Hai” comes in like a soft breeze on a hot day. It tells us to breathe. To soften. To remember. Because even if reality feels heavy, fantasy gives us light. Not to blind us—but to guide us.

The poem isn’t just pretty words—it’s a mirror. It reflects back all the pieces of ourselves we left behind in the rush to grow up. And it says: you don’t have to choose between being responsible and being imaginative. You can do both. You can be grounded and still look up at the stars.

And honestly, that’s what makes this campaign so special. It doesn’t shout. It whispers. It doesn’t try to convince you. It just reminds you. Of who you are. Of what you loved. Of the world inside you that’s still very much alive, just waiting for a little attention.

So the next time you catch yourself staring into space while sipping your evening tea, don’t rush back to your screen. Stay there a moment longer. Let your mind wander. Build a castle in your mind. Be a dancer, a poet, a superhero, a queen. Be whoever you want to be. Because you can. Because it matters. Because…

Fantasy Zaroori Hai.

Author: Saloni Dangi