Chennai: ITC’s Sunfeast Fantastik! is set to transform the indulgence experience with the launch of Choco Meltz, a playful, squeezable – Rich & Smooth Molten Choco, in a convenient packaging format at an affordable price point of just Rs. 5.
Sunfeast Fantastik! Choco Meltz is a one-of-a-kind product that reimagines chocolate not just as a bar or a bite, but as a versatile experience. Whether sipped straight from the pack, drizzled on brownies, spread on paratha and toast, or poured over ice creams & fruits, Choco Meltz turns ordinary moments into indulgent ones. With this launch, Sunfeast Fantastik! continues to lead category innovation, offering new-age consumers a modern, imaginative way to enjoy chocolaty indulgence— anytime, anywhere!
Inspired by everyday “Yum” moments turned into “Yummy” delights, the product takes center stage in a series of new TVCs conceptualized by FCB Ulka. The films bring alive the magic of Choco Meltz through playful, relatable scenarios- from siblings sharing a secret molten choco moment away from their parents, best friends sneaking a taste under a desk, to a mother-kid duo relishing various food items. Each story captures the joy of transforming simple snacks into irresistible treats, underscoring the brand’s new call-to-action: “Yum to Yummy”.
Speaking on the launch, Anuj Bansal, VP & Head of Marketing, Confectionary, Chocolates and Coffee, Foods Division, ITC Limited shared, “Sunfeast Fantastik! Choco Meltz which is priced at Rs. 5 is about democratizing indulgence & making it accessible to everyone in India. It is a revolutionary molten product which does not need cold storage & can be used on bread, roti, paratha, fruits, milk, etc. The new launch is testimony to Sunfeast Fantastik!’s focus on category innovation that resonates deeply with consumers’ urge for indulgence.”
Commenting on the campaign, Suchitra Gahlot, National Creative Director FCB Ulka shared, “It was a pleasure working on this campaign. Sunfeast Fantastik! Choco Meltz is a very unique product and through the campaign we wanted to show how indulgence and emotion can live in the same frame. How chocolate and simple everyday gestures can melt hearts & remove distance between people.”
Launched on 1st June 2025, the product is available across Karnataka, Kerala, Tamil Nadu & Telangana, and priced at just ₹5, making chocolaty indulgence both fun & accessible.
