Mars Wrigley Confectionery has appointed cricketer Mahendra Singh Dhoni as the new brand ambassador for its chocolate brand Snickers. Taking forward its ‘You Are Not You When You’re Hungry’ proposition, Snickers association with Dhoni starts with a new TVC.
Since its launch in India, the filled chocolate bar has effectively established itself as a solution to hunger cravings and developed a strong base of loyal consumers. The brand, known for its quirky, tongue-in-cheek personality, has found a partner in the charming and dynamic cricket icon, Dhoni. As the cricketer gets set to join the Snickers family, fans will get a chance to see a side of him that has so far remained undiscovered – that of a drama king.
Conceptualised by creative agency RK Swamy BBDO, the TVC captures a humorous locker room conversation between Captain Cool and his team. Dhoni is seen in a completely new avatar, dressed as a warrior. Channelling his inner king, in full gusto, he calls upon his teammates to take a pledge to beat the opposing team. This uncharacteristic tirade is finally brought to an end when one of the players reasons that hunger makes even Captain Cool lose his cool and offers him a bar of Snickers to satiate his hunger.
The new TVC gives a new spin to Dhoni’s otherwise calm personality and successfully reiterates that hunger ache achhon ko badal deta and the cricketer is no exception!
Yogesh Tewari, Marketing Director, Mars Wrigley Confectionery, said, “We are honoured to have MS Dhoni join the Snickers family. The brand is loved across the world for its cool quotient and there is no one who personifies this better than our very own Captain Cool. Ever since its launch in the Indian market, Snickers has successfully built upon the philosophy of how you’re not you when you are hungry. With the association of MS Dhoni, we are beginning the next chapter of our journey in India and strengthening our relevance among Indian consumers.”
Speaking about the association, Dhoni, said, “I am extremely excited to be associated with Snickers. It breaks away from the monotony and resonates with the quirk in everybody. It has the capability to curate emotions that redefine one’s personality the best. It has always been one of my favourites not only because of its delicious taste, but also because it is a perfect solution to hunger pangs. This association comes to me as a natural fit as nothing can satiate the angry hunger as well as Snickers does.”
The TVC was aired nationwide on March 5. It will be supported by an extensive 360-degree marketing approach including digital, in-store and OOH.
Creative Agency: RK Swamy BBDO
Creative: Navneet Virk, Madhu Ravi, Jacob Kurian,
Account Management: Vijay Gopal, Ashish V Deodhar, Ramya Murthy, Mohan
Planning: Ashish V Deodhar, Sagarika Gupta
Production House: Keroscene Films
Director: Rajesh Saathi
Producer: Simran Bedi