Sunfeast Fantastik brought back its #DumpYourExCess2.0 campaign this Valentine’s Day. The campaign encourages Gen Z to move on from past relationships in a fun and bold way. After its first campaign was a success, it is now working with a worldwide dating app to get young people to prioritise self-love and engagement first.
For Valentine’s Day 2026, Sunfeast Fantastik is bringing back its viral campaign, #DumpYourExCess 2.0. The goal of this campaign is to encourage Gen Z to “block the ex” and embrace themselves. The main idea changes from physical and emotional disposals to a digital focus, encouraging people to block their exes on social media as a way to get closure.
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The company has partnered with Tinder, a popular worldwide dating app, to give members a chance to win a one-month free subscription and other unique rewards for blocking their exes. The initiative also includes a dedicated #DumpYourExCess Hotline, which works through a WhatsApp chatbot and allows users to publicly commit to blocking their ex, with everyone receiving a personalised shareable digital badge, turning private emotions into cultural conversation. The chatbot also records real-life closure stories and links users to additional on-ground and online touchpoints, ensuring the campaign’s impact extends beyond social media.
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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.”
