A bold and playful initiative to encourage GenZ to dump their exes and move on
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After a massive buzz and youth-driven traction to its first edition, Sunfeast Fantastik! returns with #DumpYourExCess2.0. This year, the brand is taking the experience a notch higher in collaboration with a global dating app encouraging Gen Z to swipe right on themselves.
With #DumpYourExCess 2.0 campaign, the brand once again leans into a space few dare to own – empowering Gen Zs to finally let go of their emotional baggage by blocking their exes across social media apps and moving forward to find their next Fantastik! partner. Participants who block their ex receive a 1-month free subscription to the dating app and other exciting prizes, celebrating the choice to move on.
Speaking on the campaign, Mr. Subash Balar, VP and Business Head, Chocolates, Coffee & Confectionery business, ITC said, “Young consumers today experience relationships and break-ups largely in the digital world. With #DumpYourExCess 2.0, we wanted to encourage a simple but powerful act of closure, turning “moving on” into something positive and empowering. This initiative reflects Sunfeast Fantastik!’s belief in creating campaigns that feel real, relatable and culturally relevant for young audiences.”
At the heart of #DumpYourExCess 2.0 is a dedicated WhatsApp Chatbot, the #DumpYourExCess Hotline where users publicly pledge to block their ex, where all will receive a personalized shareable digital badge, turning private emotions into cultural conversation. The chatbot also captures real stories of closure and redirects users to further on-ground and online touchpoints, ensuring the campaign lives beyond social media.
The movement will be further amplified through campus ambassador-led activities through the Valentine’s Week, college engagements featuring status bands, and a high-impact digital OOH installation.
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