SNICKERS®, the nougat, caramel, and nuts-filled chocolate bar from the Mars Wrigley portfolio, is returning with a new film featuring Vinay Pathak, a well-known theatre and cinema actor, and bright young artist Vedika Nawani. The short presents a comical twist on ‘Hunger Pangs,’ which consumers have often seen and appreciated in legendary SNICKERS® marketing films, bringing to life the brand concept of ‘You’re Not You When You’re Hungry.’
The new TVC illustrates a shift away from the protagonist’s regular personality transformation to an unique and absurd deed or decision, as shown in the film, where Vinay Pathak, who plays a father, ends up buying a “monster” truck during a hunger strike.
Talking about the launch of the new SNICKERS® film, Kalpesh R Parmar, Country General Manager, 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. With this new ad featuring actors Vinay Pathak and Vedika Nawani, we have drawn on the tongue-in-cheek humor of the brand to bring to life a comical situation arising out of hunger pangs. At Mars Wrigley India, we are led by our purpose of creating a billion better moments for consumers, customers, and communities, and we are confident that the audience will love the new TVC as we celebrate the joy associated with SNICKERS®.”
Sharing his experience on the association, Vinay Pathak, popular Bollywood actor, said “SNICKERS® has always been one of my favorite chocolates and I was absolutely delighted to collaborate with such a cool brand. It is rather the best thing to grab; it is my saviour when I want to satiate my hunger pangs, especially when I am working and hunger merges with stress and anger. SNICKERS® is such a loved brand and I resonate deeply with its persona and tongue-in-cheek sense of humour. Being a part of their quirky new film has been a fun-filled experience and I am quite excited to see how the audience reacts to the ad. I hope they enjoy watching it as much as I enjoyed shooting it.”
On the campaign, Josy Paul, Chairman, and CCO of BBDO India, said, “We built on the long-running global idea and human truth: when you’re hungry, you’re just not yourself. The task was to refresh it for immediate impact – something that will be instantly noticed, distinctive, and drive salience for SNICKERS®. The monster truck was it! The incongruity is intriguing! Why has our hero bought a monster truck? A-ha, it’s a hunger pang! And, of course, SNICKERS® is the substantial, nut-filled bar that has always been known for satisfying hunger pangs!”
The film is available in nine languages including Hindi, Tamil, Kannada, Malayalam, Telegu, Bengali, Oriya, Gujrati, and Marathi. The Hindi version can be viewed here.
Campaign Details/ Agency credits: BBDO India
Agency: Josy Paul, Nikhil Mahajan, Jazryk Gill, Tanushree Paul
Production House: Flare India
Producer: Namann Pal
Director: Kunal Pardeshi