Mars Wrigley's Snickers introduces Alexander and Einstein characters through its new Exam Bar campaign

Snickers, the chocolate bar from Mars Wrigley, has launched two new films, introducing two new characters – Alexander and Einstein. 

The digital and TVC films capture the daily struggles of Gen Zs and Millennials. These struggles turn up in dramatic and exaggerated reactions, especially when hunger strikes. The new brand films bring to life two characters to present a humorous take on the sudden onset of 'Hunger Pangs'. 

The film with Einstein opens with two friends deeply involved in pre-exam night preparation, showcasing how one of them transforms into the iconic character Einstein in a dramatic way. The character is hungry and stressed and starts believing that scores are inconsequential. To bring her back to her senses, her friend offers her a Snickers and gets her to focus back on studying.

The second film with Alexander, highlights the pre-exam anxiety and stress, showcasing how one of the friends is all set to wage a war. Seeing his friend transform into a character like Alexander, his friend offers him a Snickers and rushes him to the examination hall.

Varun Kandhari, Director of Marketing, Mars Wrigley, India, said, “The brand proposition of Snickers, ‘You’re not you when you’re hungry’, has become iconic and is loved by consumers across the world. The campaign has a simple message that while stress and hunger can get to the best of us, one can always grab a Snickers. The films are also relatable for younger generations dealing with highly stressful situations such as exams and have an universal appeal. At Mars Wrigley India, we are led by our purpose of creating a billion better moments for consumers and communities, and we are confident that the audience will love the new TVC as we celebrate the joy associated with Snickers.” 

Akashneel Dasgupta, Chief Creative Officer, Network Advertising, said, “You are not you when you are hungry’ is such an enduring, versatile idea for Snickers. It’s an idea that keeps giving campaign after campaign. We are happy to be a part of this one which makes small hunger relevant in the lives of young people and students.” 

The films are available in nine languages including Hindi, Tamil, Kannada, Malayalam, Telegu, Bengali, Oriya, Gujrati, and Marathi on both TV and digital platforms.

Snickers l Alexander Hindi 20s

Snickers Einstein 20s Hindi

Credits:

Agency: Network Advertising

Creative: Akashneel Dasgupta (Chief Creative Officer), Ishrath (ECD), Rajan (ECD)

Account Management: D B Murli (COO), Shilpa Kamath (Sr. V.P.), Chirag (Group Account Manager)

Production House: Karman Line Films

Producer: Viveck Daas Chaudhary

Director: Reema Das Chaudhary

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