Conceptualised by RK Swamy BBDO, the TVC spins a new ‘You’re Not You When You’re Hungry’ tale with Bollywood actor Sonam Kapoor
BestMediaInfo Bureau | Delhi | December 1, 2014
Snickers, the chocolate brand of Mars International India, has launched its brand campaign featuring Bollywood actor Sonam Kapoor. The brand’s earlier campaign had featured actors Rekha and Urmila Matondkar, based on the same ‘hunger’ premise. The TVC, created by RK Swamy BBDO, is on air across 57 channels and eight languages.
The 30-second TVC shows three guys pushing their open-topped jeep inside a forest as the car’s engine has failed and does not come to life. Suddenly Kapoor is seen on screen as one of those three guys. When the fourth guy, at the wheel, asks them to push harder, Kapoor declares that she cannot push the car because her hands are paining. She throws tantrums and snaps at them like a diva. Sensing the problem, one of them offers her a Snicker. After eating the chocolate bar, the guy comes back to being himself.
On being associated with Snickers, Kapoor said, “I am excited to be associated with Snickers. I have grown up loving and living on Snicker bars. The nutty caramel chocolate has come to my rescue many times while on a road trip or during long shoots. I have always loved the concept of the ads and can totally relate to it. Hunger changes you and anyone who has crossed paths with a hungry me can testify to that. I am a totally different person when I am hungry, and become Bollywood’s ‘hungry young woman’. I am thrilled to be part of this campaign and look forward to the association and to an unlimited supply of Snickers.”
Raghav Rekhi, Marketing Director, Mars International India, said, “Snickers is a globally renowned brand that has always stood as a solution to hunger, and consumers have shown immense love towards it. Taking the legacy forward, we are excited to have Kapoor as the face of the new campaign. She is truly a diva, loved, adored and inspiring millions. Her vivacious personality blends perfectly with the concept and her character in the TVC. The new campaign presents Snickers experience in a quirky manner and revolves around the global award winning concept ‘you’re not you, when you’re hungry’. We are confident that the campaign will be loved by our consumers.”
Navneet Virk, Senior Vice-president and Creative Director, RK Swamy BBDO, said, “Snickers is one of the world's most unique tasting chocolate bars and an iconic brand as well with a very distinct positioning and personality. Creatively, it is a challenge to bring alive the tightly defined global idea of ‘you’re not you when you’re hungry’ - ‘Hunger acchhe achhon ko badal deta hai’ - in a local context. In this edition of the campaign, we’re highlighting a very relatable hunger trait that hunger makes one fussy, high maintenance, cranky and diva-like. Kapoor has played the part to perfection, and like all the global celebrities who have featured in the campaign, she has shown an endearing sense of humour with her ability to poke fun at herself. We are sure that the commercial will help Snickers connect with hungry moments in the lives of young Indians, and of course bring a smile to their faces.”
Creative Agency: R K Swamy BBDO, Chennai
Sr. VP and Creative Director: Navneet Virk
Account Management: Ambika Chandrasekar (VP, Planning and Research), Renuka Sanji (Brand Associate)
Production House: Tubelight Films
Languages: Hindi, Tamil, Telugu, Kannada, Malayalam, Marathi, Bengali, Gujarati