The power of the ‘honest’ speech can move mountains in no time. This is how, in just a few hours, a short digital film by ITC’s Sunfeast Dark Fantasy brand went from social media rollout to public retraction. The campaign, which showed a child gleefully swapping vegetables for chocolate-filled biscuits in her lunchbox, was meant to be playful. Instead, it struck a raw nerve with parents, nutrition experts, and health-conscious audiences.
The pushback was led by health educator and influencer Revant Himatsingka, popularly known as Food Pharmer, who called out the ad for glamorising unhealthy food choices. In a video that quickly went viral, he unpacked the product’s contents such as refined flour, sugar, palm oil, and hydrogenated fats while questioning the dangerous messaging that processed snacks could replace vegetables. “This isn’t just a harmless biscuit,” he cautioned, “it’s a misleading message to parents.”
Within hours of the criticism, Sunfeast responded by withdrawing the ad and issuing a public clarification. The company admitted the storyline might have been “misinterpreted” and stressed it never intended to undermine vegetables as part of children’s meals. Still, it instructed all platforms to take down the campaign immediately.
Himatsingka, while appreciative of the quick corrective action, stressed that this is about responsibility, not brand-bashing. “I’m not against any company,” he said. “I’m against irresponsible advertising, especially when children are the target.”
For many parents, the episode is more than a corporate apology; it’s a reminder to read between the lines of glossy campaigns. Clever advertising may sell biscuits, but mindful choices , both by brands and families are what truly nourish the next generation.
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