Shah Rukh Khan’s Endorsement for Sunfeast (ITC Foods)

Sunfeast and Shah Rukh Khan have shared a partnership since 2005, creating some of India’s most memorable ads. From family-friendly biscuits to premium cookies and now crackers, this collaboration shows how a brand and a superstar can grow together while staying close to people’s hearts.

Since 2005, Bollywood superstar Shah Rukh Khan has been the face of ITC Foods’ Sunfeast brand. What started as a broad partnership nearly two decades ago has grown into one of India’s most memorable celebrity endorsements. From biscuits for the family to premium cookies and now cheesy crackers, the collaboration has constantly evolved. With Khan’s universal appeal and Sunfeast’s focus on innovation, the brand has managed to stay close to Indian households while also reaching new generations.

Shah Rukh Khan and Sunfeast: A 20-Year Journey of Trust and Innovation

Since 2005, Shah Rukh Khan has been the face of Sunfeast, bringing charm, warmth, and star power to the brand’s campaigns. From the early days of simple biscuit ads to AI-powered experiences and new product launches, this partnership has grown stronger with time. It shows how a trusted celebrity and a loved brand can create a bond that feels genuine, fresh, and connected to everyday life.

1. 2005: The Start of a Strong Bond

Play

In April 2005, ITC Foods made a big move for its biscuit brand Sunfeast by signing Shah Rukh Khan as its brand ambassador. The announcement came on April 20, 2005, and it created a lot of buzz because it was not just about one product. Khan was brought in to represent the entire Sunfeast range.

• Why Shah Rukh Khan Was Chosen

At the time, ITC Foods believed Shah Rukh Khan’s personality matched perfectly with Sunfeast’s image. Ravi Naware, ITC’s Divisional Chief Executive then, explained that Khan’s popularity, charm, and the trust people had in him were the same qualities Sunfeast wanted to stand for. Shah Rukh’s universal appeal across children, adults, and families made him a natural fit for a brand that aimed to reach every home in India.

• Marketing and Campaigns

Once the partnership was announced, Shah Rukh Khan was featured in television ads, print campaigns, and outdoor hoardings for Sunfeast. The brand positioned itself with the line “spread the smile”, and Khan’s warm, family-friendly image added weight to that message. Early ads in the mid-2000s often targeted kids with bright colors, cheerful music, and lively storytelling. This helped Sunfeast biscuits quickly stand out and gain a strong share in the market.

• Adding a Personal Touch

During the launch, Shah Rukh Khan himself shared that Sunfeast was the only biscuit he personally consumed. This gave the endorsement a genuine feel and made the connection with audiences even stronger. It was not just about a celebrity promoting a brand but also about someone trusted by millions choosing the product for himself.

2. 2023: The AI-Powered Dark Fantasy Campaign

Play

In September 2023, Sunfeast Dark Fantasy introduced a unique campaign called #MyFantasyAdWithSRK. It gave fans a chance to do something they had never experienced before. By using generative AI, people could upload their selfies and see themselves appear alongside Shah Rukh Khan in a television commercial.

• Making “Har Dil Ki Fantasy” Real

The brand wanted to show what its line “Har Dil Ki Fantasy” (Every heart’s fantasy) really meant. By putting fans in the ad with Shah Rukh Khan, Sunfeast made the idea of fantasy real and personal. For many fans, being part of an ad with their favorite star felt like a dream come true.

• Key Engagement and Participation Data

a. Over 9 lakh personalised ads created: In the first ten weeks, more than 9 lakh people uploaded their selfies to generate their own personalised video ads with Shah Rukh Khan.

b. High participation rate: At the campaign’s peak, about six users were uploading their photos every minute. At another high point, the uploads touched nearly three per second.

c. Widespread participation: Fans joined in from across India, not only from big cities but also from places like Patna, Kochi, and Jaipur. The excitement even spread outside India, with entries coming from Brazil, Australia, Bangladesh, and the UAE.

d. Significant social buzz: The campaign went viral on social media, driving over 400,000 video deliveries in a short span and creating a 300% rise in online conversations about the brand.

e. Influencer involvement: Popular creators like Overpower.ai and Mythpat also took part by making their own personalised videos, which gave the campaign extra reach and visibility.

f. Gender distribution: About 60% of participants were men and 40% were women, showing the campaign appealed to a wide mix of people.

g. Television feature contest: To keep fans engaged, Dark Fantasy also launched a contest. The six most creative entries with the highest likes were selected to feature on national television.

• Campaign Outcomes

The campaign proved how effective personalised advertising can be when combined with a trusted celebrity. By letting fans see themselves with Shah Rukh Khan, Dark Fantasy brought its “Har Dil Ki Fantasy” promise to life. The massive participation, social media buzz, and excitement across cities and even countries showed how powerful the idea was in building engagement and strengthening the bond between the brand and its fans.

3. 2025: A Year of Double Delight

Play

The year 2025 was special for Sunfeast and Shah Rukh Khan. Instead of being the face of just one campaign, Khan appeared in two big product launches. This showed how well he could bring both glamour and warmth to very different kinds of ads.

• Sunfeast Wowzers

In July 2025, ITC introduced Sunfeast Wowzers, a cheesy cracker with a unique 14-layer crispy texture. The product came with the tagline “Iske Har Bite Mein Hai Wow!” (Every bite has wow!).

The launch campaign, created by Ogilvy, had Shah Rukh Khan adding his trademark charm and energy to the TV commercial. His lively presence matched the playful, fun nature of the new snack. ITC’s COO, Ali Harris Shere, explained that Khan’s personality was a perfect fit for the “wow factor” they wanted to highlight.

The campaign was promoted widely on both television and digital platforms, making sure it reached families and young snack lovers across the country.

• Sunfeast Dark Fantasy

Just a month later, in August 2025, Shah Rukh Khan returned in another campaign, this time for Sunfeast Dark Fantasy Choco Fills. The ad carried the line “Har Tiffin Ki Sweet Ending” (Every tiffin’s sweet ending).

The story was simple and relatable. It showed Khan as a playful father sneaking Choco Fills into his son’s tiffin box, only to discover that his wife had already done the same. This light-hearted moment captured everyday family life and positioned Dark Fantasy as a little indulgence that makes ordinary tiffin breaks more special. The ad, created by FCB Ulka, struck a warm and homely tone that many families could connect with.

Consumer Response and Cultural Impact

1. Consumer Response Data

Even though ITC has not shared exact sales figures for Sunfeast, research studies and consumer surveys give a good idea of how people responded to the brand and its campaigns with Shah Rukh Khan.

• High Awareness for New Variants

In 2014, a small study on consumer behaviour for Sunfeast Dark Fantasy showed how strongly advertising shaped awareness. All 50 respondents in the study said they knew about Dark Fantasy, and most credited the ads featuring Shah Rukh Khan as the reason they noticed the product in the first place.

• Strong Satisfaction Levels

The same study also showed that 58 percent of respondents were satisfied with Dark Fantasy. People often linked their awareness and positive view of the product to the advertising, showing how SRK’s presence helped create trust.

• Impact on Purchase Intent

Research on celebrity endorsements in India has often found that a well-liked and trusted celebrity can push people closer to buying. In the case of Sunfeast, Shah Rukh Khan’s strong credibility, mass appeal, and likeability played a direct role in shaping purchase intent. For fast-moving consumer goods like biscuits, this connection between celebrity appeal and buying behavior can make a big difference.

2. Cultural and Marketing Impact

Apart from consumer studies, marketing spends and campaign outcomes also show how much weight SRK’s association carried.

• Big Campaign Engagement

The 2023 digital campaign #MyFantasyAdWithSRK showed how fans were ready to interact with the brand when Shah Rukh Khan was involved. The campaign led to lakhs of people creating ads with him using AI, proving that his fandom could drive both participation and social buzz on a large scale.

• Brand SRK’s Marketability

Industry reports often talk about fluctuations in SRK’s brand value, but one thing that stays the same is his mass appeal and trust. His global recognition and charisma naturally make him one of the most effective celebrity endorsers in India. For Sunfeast, this translated into higher awareness and stronger brand trust every time he appeared in a campaign.

• High Advertising Spend in the 2000s

Back in the mid-2000s, ITC was already putting big money behind Sunfeast. Reports suggest the company spent around 35 to 40 percent of its biscuit division turnover on advertising and promotions. This was much higher than competitors like Britannia and Priya Gold at the time. When this big spending was combined with Shah Rukh Khan’s face on campaigns, Sunfeast quickly grew in visibility and carved its own space in the market.

What Brands Can Learn from Sunfeast and SRK

The long partnership between Sunfeast and Shah Rukh Khan is more than just celebrity advertising. It shows how brands and stars can grow together if the connection feels natural and is handled with care. There are some clear lessons here for other companies.

1. Keep Partnerships Consistent

One of the biggest strengths of Sunfeast’s strategy is consistency. Shah Rukh Khan has been the face of the brand since 2005. For nearly two decades, families in India have seen him connected to Sunfeast biscuits, cookies, and snacks. This kind of long-term trust is hard to build when a brand keeps switching ambassadors. Sticking with one strong face helps create a sense of reliability that customers notice and remember.

2. Adapt to New Trends and Platforms

While the partnership has been stable, the way it has been used has never been stuck in the past. Early campaigns focused on family ads and children. Over time, Sunfeast added digital campaigns, AI-powered experiences, and interactive ads. By doing this, the brand stayed fresh while still keeping Shah Rukh Khan at the center. The lesson for other brands is clear: stay updated with new technology and platforms, but keep the core message steady.

3. Mix Emotion with Innovation

Many of Sunfeast’s campaigns with SRK balance two things. On one hand, there are warm family stories, like a father sneaking Choco Fills into his child’s tiffin. On the other, there are innovative campaigns like the 2023 AI-powered ad that let fans star with Shah Rukh Khan. This mix of emotion and new ideas makes the brand feel close to everyday life while also exciting enough to grab attention online. Brands that can combine heart with innovation will be able to connect with people across generations.

Conclusion

Shah Rukh Khan’s endorsement journey with Sunfeast is proof of how a long-term celebrity partnership can work when both sides grow together. From his first campaign in 2005 to the AI-powered campaigns of today, Khan has helped Sunfeast remain relevant and loved by millions. It is a mix of charisma, innovation, and relatable storytelling that keeps this partnership strong even after two decades.

Build Strong Connections with Your Audience

Do you want your brand to shine like Sunfeast with Shah Rukh Khan? With celebrity endorsements and influencer marketing, Tring can help you find the right faces and voices for your campaigns. Let us connect you with top celebrities, influencers, and creators to build trust and visibility for your brand.