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Mars brings Bollywood diva Rekha on board for Snickers TVC

The campaign ‘You’re not you when you are hungry’ has been created by RK Swamy BBDO. This is Rekha’s first-ever TVC

Shachi Tapiawala | Mumbai | December 19, 2012

Watch out for Rekha in her first-ever TVC. Snickers, a brand from Mars International, has brought on board legendary Bollywood diva Rekha for an upcoming TVC campaign ‘You’re not you when you are hungry’.

The TVC idea has been conceptualised on the insight that hunger has physical, emotional and psychological side-effects, as it not only makes us physically weak, dizzy, tired and lifeless, but also makes us irritable, angry, whiny, grumpy, loopy, scatty and unable to concentrate.

In a nutshell, we are not quite ourselves when we’re hungry. The TVC packs all the humour and refreshing candour of Snickers and at the same time keeps very much to the Indian idiom and ethos.

Navneet Virk, Creative Director, RK Swamy BBDO, said, “There is no similar brand compared to Snickers. Snickers is also a chocolate but it’s very different. It’s solid, it’s satisfying. So it’s not just something sweet, it’s a filling snack. As for the TVC, it’s different in many ways. It’s not just another ad that uses celebrity endorsement. The idea of how you are not yourself when you’re hungry is a unique idea, where the brand story is the hero and the actors help tell this story in a brilliant and memorable way.”

Not just that, there’s another surprise in store for the fans of 90s cinema, with the appearance of Urmila Matondkar who is also making a small-screen comeback after a long gap.

Apart from the TVC, the communication message will be carried forward in different media such as outdoor, in-store and social media. The commercial has been produced by Pi Films and directed by Imtiaz Ali.

Teaser:

[youtube]http://www.youtube.com/watch?v=YWb-XkdwDOY[/youtube]

Credits:

Client: Mars International, India

Agency: RK Swamy BBDO

Creative Team: Navneet Virk, Prem K Vishwanath, Rajendra Munje, Puja S, Aditya Gouder, Gokul Krishnan

Planning Team: Ashish Deodhar, Ambika Chandrashekhar

Producer: Preety Ali, Pi Films

Director: Imtiaz Ali

Shachi@BestMediaInfo.com

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