Mars Wrigley's Snickers has launched a humorous campaign that preps you for the upcoming cricket season.
Building on its brand proposition of 'You're Not You When You're Hungry', the latest Snickers Noobie Mistakes captures the “out-of-sorts” fan moments solidifying its long-standing association with cricket.
Set to roll out in two phases, the campaign, ideated by DDB Tribal, unfolds the concept of making Noobie Mistakes with a quirky TVC.
The films build on the cricket season fever by featuring excited fans in “out-of-sorts moments” making hilarious blunders. Bringing to life the unique brand proposition, Snickers presents itself as the ultimate solution to avoid such mishaps.
As the season will be at its peak, the brand will keep the humour going with the launch of two new 10-second digital films.
Varun Kandhari, Director of Marketing and Customer Marketing, at Mars Wrigley India, said,” The fun brand proposition of Snickers, ‘You’re not you when you’re hungry’, has been globally loved by consumers. As the spirit of cricket season kicks in, the campaign aims to bring together the exhilaration of cricket fandom with a dose of unexpected comedy. The all-new TVC and the unveiling of Noobieverse gaming platform will elevate the entertainment of consumers across the country. Through this, we emphasize our relevance among the GenZ audience while continuing to inspire billion moments of happiness among the consumers. We are confident Snicker’s quirky celebration of the cricket season with its noobie take will deeply resonate with the audience.”
Iraj Fraz, Creative Head, DDB Tribal, said,” Ever 'called in sick' to your boss, only to foolishly post a picture of yourself watching the India-Pak match on Instagram? Noobie mistake! Maybe you just need a Snickers. After all, you're not yourself when you're hungry. So, this cricket World Cup season, Snickers launches a campaign that highlights the Noobie mistakes we make while trying to be the best fans and cheerleaders for our team.”
The campaign moves beyond entertainment and rolls out an online contest through a Noobieverse gaming platform on the Snickers India website. The contest engages consumers in a game of spotting Noobie Mistakes in situations related to cricketing fan truths daily to win exciting gifts and avail cashback, running for a period of eight weeks.
The films are available in nine languages including Hindi, Bengali, Gujarati, Kannada, Malayalam, Marathi, Oriya, Tamil, and Telugu on both TV and digital platforms.