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Nestle Munch brings Kohli and alter-ego ‘Vaali’ together again for a big crunch

Conceptualised by JWT Delhi, the new campaign shows the lookalikes to be in love with the ‘Big Crunchiness’ of Munch

Sohini Sen | Mumbai | July 30, 2013

Click on the image to watch the TVC.

Nestle Munch has come back with a new campaign, featuring its popular endorser ‘Balakrishnan Vaali’ along with his ‘lookalike’, the better known and more glamourous Virat Kohli. The new campaign that has just been launched is an extension of the earlier campaign with the proposition of ‘Mera Crunch Mahaan’. It revolves around the explosive crunch that triggers excitement through a fresh treatment.

Conceptualised by JWT Delhi, the 20-second TVC opens with Indian cricketer Virat Kohli who is in an elevator and is flanked by his manager. Just as Kohli is about to bite into his bar of Munch, there is a loud crunching sound. Virat and his manager both turn towards the source of this sound and find his lookalike – Vaali – who is crunching his Munch, totally oblivious to the presence of the other two. The manager, who notices this 'strangest of coincidences', is very excited and points out the similarity to Virat. Except, his observation is about the fact that both Virat and Vaali are having Munch instead of the fact that they look the same. “Aap dono toh same to same…Munch kha rahe ho sir!” Virat can't agree more!

“The excitement of the moment comes from the Crunch (again) that makes viewers, Virat and his manager realise the 'strange coincidence'. It was also a more refreshing way for us to show the actual celebrity in all his glory along with the lookalike character (also him). The interaction is not a typical fan-meets-celebrity piece which is what makes it a more interesting watch. In fact, Vaali doesn't even notice Virat in the spot,” commented Nitin Pradhan, Executive Creative Director, JWT India.

“The product still remains the focus of the message, being the subject of the 'interaction'. The love for the ‘Crunchiest Ever Munch’ leads to another exciting moment. And that is exactly the point we wanted to make,” added Pradhan.

The campaign has gone live on TV with a heavy media plan. The TVC has also gathered close to 300,000 views on YouTube in just a couple of days. It’s also integrated in other digital vehicles like Facebook and Twitter, and will also be supported by mobile and radio.

In March this year, Nestle Munch signed cricketer Virat Kohli as a brand ambassador. Kohli was portrayed as the alter-ego as Balakrishnan Vaali from South India. Vaali is a commoner with no special talents and has a boring life, but he loves Munch.

“The quality of the crunch is a key differentiator of a wafer chocolate and over the years, Mucnh’s tagline – ‘Mera Crunch Mahaan’ – has become strongly entrenched in the minds of consumers. Earlier this year, we renovated the portfolio making it crunchier and launched the exciting Munch 4x4 made from four rich layers of wafer and chocolate layer. We signed on youth icon and cricketer Virat Kohli and in a unique advertising campaign we cast him in his new avatar of ‘Balakrishnan Vaali’ from South India. Vaali is a commoner with no special talents and his moments of fame are because of the big crunch of Nestle Munch.  The new campaign that has just been launched continues to revolve around the explosive crunch and reinforces the proposition of ‘Mera Crunch Mahaan’," said Himanshu Manglik, Head Corporate Communications, Nestlé India.

The TVC:



Agency: JWT Delhi

National Creative Director: Swati Bhattacharya

Executive Creative Director: Nitin Pradhan

Creative Director – Copy: Varun Goswami

Creative Supervisor – Copy: Avinash Bajaj

Creative Director – Art: Joy Sengupta

Executive Business Director: Babita Baruah

Account Manager: Shikha Ralleigh

Executive Trainee: Aishwarya Nair

Executive Planning Director: Pinaki Bhattacharya

Agency Producer – Films: Avani Mankotia

Production House: Curious Films

Director: Vivek Kakkad

Producer: Shahzad Bhagwagar


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