The campaign is based on the theme that you are not yourself when you are hungry. The film has been conceptualised by RK Swamy BBDO
Shachi Tapiawala | Mumbai | January 3, 2013
Snickers, a chocolate brand from Mars International India, recently launched its television campaign featuringÂ actresses RekhaÂ andÂ Urmila Matondkar with a big splash. An adaptation of the award-winning global campaignÂ âYouâre Not You When You Are Hungryâ, the TVC features Rekha in her first ever television campaign. It is directed by well-known Bollywood directorÂ Imtiaz Ali. Created by RK Swamy BBDO, the TVC hit screens across the nation on December 23, 2012, across 56 television channels in nine languages.
The TVC is based on the concept derived from universal insights that hunger makes a person weak and behave differently, ultimately affecting the people around us and our performance. Rekha portrays the hunger state âmeannessâ and joins an impressive list of international celebrities including; Betty White, Joe Pesci, Aretha Franklin, Liza Minnelli and Joan Collins who have featured internationally for Snickers.
Speaking on the launch of the TVC, MV Natarajan, Managing Director, Mars International India, Chocolate Business,Â said, âWe are thrilled to launch the new campaign for our chocolate brand Snickers. The campaign was conceptualised keeping in mind our award-winning global campaignÂ âYouâre Not You When Youâre Hungryâ. What the commercial is trying to communicate is that hunger can drastically change your personality. Itâs saying that when youâre hungry youâre not on your game and that Snickers is the bar of substance that sorts you out to be yourself. The campaign has enjoyed huge success internationally and we are optimistic that we will get a positive response in India too.â
The opening of the TVC shows three boys who are going in a car to play cricket. They are speaking in their colloquial language and the fourth member in the car is Rekha. The other boys are talking to her as if she is a boy. The fact is that one of the boys is very hungry and starts behaving like a diva âkyunki hunger acche acchon ko badal deta haiâ! he rips into the Snickers bar on his friendâs suggestion and comes back toÂ being himself. Later, when they reach the cricket ground, the driver is hungry and starts throwing tantrums. This role is played by Urmila. So the boys take out one more Snickers bar for him.
NavneetÂ Virk, Creative Director, RK Swamy BBDO,Â said,Â âWe wanted an appropriate diva character for the role and Rekhaji and Urmila have both been glamorous in their time. Additionally, we wanted someone who has never acted in a commercial before and the two actresses seemed perfect to play an exaggerated diva-driven personality. The TVC is targeted at young men. We plan to promote the campaign via print, outdoor and other mediums. However, we would focus more on radio promotions.â
Copy:Â Navneet Virk, Prem K Vishwanath
Art:Â Rajendra Munje, Puja S
Film Production: Aditya Gouder
Director:Â Imtiaz Ali
Director of Photography:Â Anil Mehta, industry veteran who shot Rockstar, Jab Tak Hai Jaan, Cocktail, Lagaan, Veer Zara, Kal Ho Na Ho, Hum Dil De Chuke Sanam
Stylists: Rekha designed her own costume; Urmila's outfit was done by Manish Malhotra