Cricketer Virat Kohli becomes ‘Balakrishnan Vaali’ and an unlikely hero in the new campaign that has gone on air
BestMediaInfo Bureau | Delhi | March 15, 2013
JWT has recently launched an exciting campaign with cricketer and youth icon Virat Kohli as brand ambassador for Nestlé Munch 4X4 made from four rich layers of wafer and choco. The campaign, which is creating a lot of buzz, casts Kohli in a never seen before avatar as ‘Balakrishnan Vaali’. Vaali is a commoner with no special talents and has a boring life, but he loves Munch. His moments of excitement and fame are only because of the big crunch of Nestle Munch.
“The foundation of the campaign is the idea that the Crunch of Nestle Munch 4x4 is so exciting that it makes everything else exciting as well. After some vigorous head-banging we hit upon the idea of having Virat Kohli playing a very unexciting look-alike of his, named Balakrishnan Vaali. In the commercial, Vaali eventually becomes the unlikely hero, thanks to the crunch of Nestle Munch 4X4,” explained Bobby Pawar, Chief Creative Officer, JWT.
The launch of the new Munch campaign in leading dailies coincided with the day Virat Kohli scored a century in the first cricket Test of the ongoing India-Australia series. The rollout was very well supported by innovative activity on digital media. Vaali was given a distinct personality on Facebook and was instrumental in almost doubling the fan base on the Nestle Munch Facebook page. The specially created Twitter handle @BKVaali created a platform for the target audience to engage with him and Vaali led the conversation in his own unique and witty style.
An exclusive premier of the new TVC on digital three days before being unveiled on TV screens created a lot of buzz and excitement and it already has half a million views on YouTube. BK Vaali now also has a 350+ strong following on Twitter.
Nitin Pradhan, Executive Creative Director, JWT, commented, “Our main challenge was to use the celebrity in a way that was never done before yet had mass appeal. We were clear that it'll be fun to bring out Nestle Munch 4x4’s proposition of the ‘crunchiest excitement ever’ in a way that’s unique. The idea of a celebrity playing his own look-alike was fresh for anyone to discover. And Virat did full justice to the part. Without speaking a word in the story, he did everything to make Balakrishnan Vaali look convincingly real, innocent and an enjoyable character.”
Nestlé Munch was launched in India in 1999 and is the largest selling Choco-wafer in the category today. The quality of the crunch is a key differentiator of a Choco-wafer and over the years, Munch’s tagline ‘Mera Crunch Mahaan’ has become strongly entrenched in the minds of consumers.
Agency: JWT India
Chief Creative officer: Bobby Pawar
Executive Creative Director: Nitin Pradhan
Creative Director – Copy: Varun Goswami
Creative Director – Art: Joy Sengupta
Account Management: Babita Baruah, Mohit Mishra, Shikha Ralleigh, Alisha Mitra
Account Planning: Pinaki Bhattacharya, Sumant Bhattacharya
Agency Producer: Dawa Lama
Director: Amit Sharma
Production House: Chrome