The FMCG major in its campaign conceptualised by JWT Delhi shows Shruti Haasan taking the challenge of Shankar Mahadevan after having a bite of crunchy Munch and along with the musical trio Shankar, Ehsaan and Loy creates a thumping composition
BestMediaInfo Bureau | Mumbai | September 9, 2016
Nestlé India’s latest advertising and marketing campaign ‘Crunchilicious Munch’ celebrates the revamp of the popular Munch wafer brand. While retaining its signature crunch, Munch has undergone a product renovation in recipe and process. The new brand campaign features the multi-talented youth icon Shruti Haasan and the legendary musical trio of Shankar, Ehsaan and Loy.
The film begins with Shankar singing a song in one breath. He challenges Shruti, who is sitting in front of him, to sing a song in one breath. Shruti crunches off the doubt with Munch as she takes on the challenge, leading to the creation of foot-thumping music. She sings her way in one breath a jingle for Nestlé Munch. Shankar joins her as both the artists enjoy the humorous gig.
Nikhil Chand, General Manager, Chocolates and Confectionery, Nestlé India, said, “India is a growing chocolate and confectionery market, and the market needs some excitement and innovation. This product is a result of such innovation. We are extremely happy to introduce the new campaign Crunchilicious Munch in association with Shruti Haasan and Shankar, Ehsaan, Loy. The campaign captures how Shruti, who, though confident, experiences a rare moment of doubt when faced with a tough challenge. The irresistible combination of a Crunchilicious Munch and campaign’s groovy music will make the youth sing Crunch Macha Munch Macha.”
Saurabh Saksena, Senior Vice-President, JWT, said, “The campaign targets a generation who feel confident, empowered and strive to carve their own space. But the big insight is that the world constantly makes them feel less-than-perfect, despite their inherent confidence. Nestlé Munch, with its Crunchilicious bite, sparks confidence and helps the youth show the world who they really are.”
Senthil Kumar, CCO, J Walter Thompson, said, “What better way to bring the insight alive, than to take a situation
where a guru challenges a shishya or an understudy and how she crunches her doubts and comes back with a rocking musical in one breath. We showed iconic music composer Shankar Mahadevan throwing a musical challenge at the accomplished, yet immersed-in-self-doubt understudy, Shruti Hassan. And Shruti, armed with Munch, accomplishes the challenge with flying colours and blazing a whole new ‘Munch Machaa’ musical that audience across the country will sing along or share when they see their next Munch or crunch into their Nestlé Munch.”
The product is available at Rs 10, both in stores as well as on e-commerce platforms.
Client: Nestle India
Agency: J Walter Thompson
Chief Creative Officer: Senthil Kumar
Vice President, Creative: Sayantan Choudhury
AVP and SCD, Creative: Sumonto Ghosh
Senior Vice President: Saurabh Saksena
VP and Executive Business Director: Neetika Aggarwal
Client Services Director: Prashant Choudhary
SVP and EPD, Planning: Pinaki Bhattacharya
AVP and Strategic Planning Director, Planning: Divya Sharma
Account Planning Manager, Planning: Kritika Mehta
VP and SCD AV Services: Mandeep Singh
Director AV Services: Girish Singh
Director: Shashanka Chaturvedi (Bob)
Production House: Good Morning Films