Mars Wrigley India has collaborated with film director Rohit Shetty as its new ambassador in the latest campaign for Snickers. A new TVC has been conceptualised by DDB Tribal.
“We are thrilled to have Rohit Shetty endorse and lend his signature swagger to the Sickers brand. Rohit’s authentic and adventurous personality are perfect fit with Snickers,” said Nikhil Rao, Chief Marketing Officer, Mars Wrigley India, adding: “Snickers reignites its timeless and world-famous creative proposition ‘You’re not you when you’re hungry.’ Our new campaign film with Rohit showcases high-octane drama and humor, especially connecting with our Gen Z audience across media touch points. We believe this collaboration will stand out and strengthen SNICKERS®’s position as the ultimate hunger bar. We are confident that Rohit’s association with SNICKERS® is the beginning of great impactful work on the brand in India.”
Added Iraj Fraz, Creative Head, DDB Tribal: “Snickers “You’re Not You When You’re Hungry” is one of the most enduring campaigns in the world, with its endless adaptability, local flavors, and rofling use of humor. And Snickers India in partnership with DDB Mudra is simply continuing the tradition with a fresh interpretation. We have Rohit Shetty starring in his most hilarious, and perhaps his easiest-ever role – since he plays himself. Through the last few months, the clients, the agency, and the production team have all had a riot of a time building this campaign and we’re sure the audience is going to enjoy it equally.”
Mars Wrigley’s Snickers chocolate unveils two new exam bar campaigns. The latest digital and TVC films introduces two new characters – Alexander and Einstein and captures the daily struggles of Gen Zs and Millennials. The campaign is available in nine languages including Hindi, Tamil, Kannada, Malayalam, Telegu, Bengali, Oriya, Gujrati, and Marathi on both TV and digital platforms.
Talking about the launch of the new Snickers films, 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.”
Snickers chocolate bar from Mars Wrigley has launched a new film featuring actor Vinay Pathak alongside young artist Vedika Nawani. Bringing to life the brand proposition of ‘You’re Not You When You’re Hungry’, the film shows a humorous take on ‘Hunger Pangs’ .
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.”
On the campaign, Josy Paul, Chairman and CCO of BBDO India, added: “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!”
A TVC or DVC or any other video needs to be judged in its totality. We all have our own palate for judging them and brand them as good or bad. We must realise, there will be frames you did not like and could have been done better. The casting, editing, script, dialogues, direction- there are multiple possibilities of areas to excel and go down.
If communication is achieving its objective and is strategically sound for the brand, then everything is fine, and critics can go take a walk. However, we are in an industry where we value judgment and get affected by the buzz around the communication. We forget that the real test is in the market.
Every communication cannot be award-winning, but it should be an award-winning output for the time, money and media weights deployed behind it. Hence always maintained that one must invest more in creative product to ensure the best production even at the cost of losing some media investment. A good product exposed fewer times will give a better result than a Bad product exposed many times. No argument there, yet we all end up making the same mistakes.
What if the audience does not watch it completely?
That is the area where the creative and the planning must take the blame. If the audience doesn’t watch long communication as a habit, then the communication should be trailered to their acceptable length. And suppose the audience watches longer versions but is partial to you in not watching your creative completely. In that case, you know where the finger must point. This should not make you go after the myth called perfection because at some stage the input of time and efforts will start hitting the law of marginal returns.
But audience will judge
Oh, despite whatever we all may want, the reality is that the audience is bound to generalise and slot a communication. Brand it, likeable and enjoyable, good or bad and the desired message may reach them, or it could be lost forever. Brands that do multiple communication in a process divide their risk.
In recent times, I have watched a few communications which caught my attention. It may be their concept, art, execution or even edit that first clicked with me. And honestly, with almost all of them, I found some issue. In cases where I did not really know the answers, I used one of the two favourite client comments. ‘Kahi Kuch Kami reh gayi’ and ‘Maza Nahi Aaya’.
So here I share a few of them.
Colloquial Communication:
This is one of the better pieces of communication. It is simple and speaks in a language and a tone that is so universal. It is iterative, but it is not dull. KAANO PAR ZIMMEDARIis such a subtle take and summarisation of request to wear the mask.
Skin in the Game:
Motilal Oswal Mutual Funds new communication is about building trust within the investing public. Here, the traditional wisdom is amplified; ‘Trust the owners who Trust Their Business’. It is a logic that no one can counter. The brand claims that the company and the promoters are the largest investors in their AMCs equity funds.
Pride in Local Talent & Quality:
Pepperfry promotes ‘Swadeshi Sale’ while celebrating Indian artisans and adding the assurance of superior quality. The films promise edgy style and design, traditional expertise passed through generations and International quality from Ratangarh. Again simple communication which is loveable and trust inspiring. Time to check out some furniture from Pepperfry.
Positivity:
There been too much Positivity and Immunity. Brands talk motivational when the audience is fighting to keep the head above the water. Positivity now sounds repetitive and irritating. The PHONE PE commercial is too late in the day talking of possible normalisation of the situation. Stating that we will get comfortable with the new normal as we did with the old. Montage shots tick up all the right situations and do make you feel better. Love the two-generation interacting over PhoePe. Definitely, the brand could have done better.
The Answer Changes Everything:
What do you want to do when you grow up? A question we all have answered in childhood ( when we knew nothing), professional studies interview, job interview, marriage meeting and many more times. The question did not change, the answer does. What about what you want to do post-retirement? That’s HDFC INSURANCE asking the question, #Whenyougrowup. The idea does not tease as the story is out quite early. It misses the feeling of freedom and at my own terms.
Side Track:
The two brands which have expertly experimented within their zone are Snicker and Mountain Dew, yet their communication always had a freshness. However now SNICKERS is confused and MOUNTAIN DEW turning Patriotic. Somehow I liked the International ad of snickers better. What is your opinion?
Opportunity Hunting:
A viral hit. Shared on WhatsApp with regularity. You would have seen it. Roger Federer Surprised two school-going fans Vittoria Oliveri and Carola Pessina in Italy by playing a match on rooftops. The brand Pasta brand Barilla made it happen and rightly contextualised the message, “pasta brings people together.”
If you are in Marketing and advertising, you would have watched all the Super Bowl ads by now. Every year around this time, the heat is on between brands to make an impression and get maximum instant reach for their messages. Some try being playful, some introduce new themes, and some try to provoke.
In all, a total of more than 50 advertisements get released in the Super Bowl at an astronomical figure (by Indian standard) of $5.6 Mn per 30 seconds. Most brands must be finding it relevant and efficient, as some brands always have spots aired with the Super bowl. The inventory is almost sold by November of the previous year.
Brand, creative and media specialist mourn the absence of any such opportunity in India. Neither the pre-festival advertising in October nor the hyped-up IPL. And let us not talk of the opening episodes of any of the famed reality shows like KBC, KKK or Bigg Boss – none have the oomph, aah and wah of a Super Bowl.
Not unexpected there is beer advertising as a category dominating the super Bowl commercial. And surprise, everyone investing what we would call a long story format to get their simple message across.
When brands invest in an immediate reach build-up with an event that guarantees a massive number of eyeball, it is good to see them invest big. The super bowl spots maybe shorter version, but these extended versions show the intent.
Like every Super Bowl event, many brands spots are just nice or templated around their style of storytelling. They made you smile and at the same time got the brand message across. All under one roof. You can watch all these spots at Adweek.
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So here are my 12 favourites brand spots. That’s a high percentage of likability from the commercials aired during the Super Bowl. They are rightly messaged, superbly crafted and executed.
While watching the Super Bowl, the consumer mind aperture is open for entertainment and excitement. Hence, the ads that have a similar story presentation style that stimulates and engages are contextually better placed than others trying to present the message in a different way. And one who use the context and the DNA of the event best, win.
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MICROSOFT screened a lovely commercial. The protagonist Katie Sowers- first female super bowl coach, explaining that she wants not to be the best female coach but the best coach. People expect women to do certain things and do not expect to do many other things. However, the first in the filed opens the arena for others. That is like ENCOURAGED BETI ENCOURAGED FUTURE. An attitude we mostly miss in advertising. It is one of the best-crafted spots. It is my Favourite ad.
https://youtu.be/_xPn4DXIj5w
GOOGLE has this ad about how people lived before Alexa. It is contextually better placed in the event environment. It is humorous with some crazy situations to drive home a simple point of what Alexa can do.
https://youtu.be/RF9t2rFmTVE
GOOGLE has another emotionally powerful linking ad. It is very product dominant in all its visual impact and experience and hence my favourite Number II. ,
https://youtu.be/6xSxXiHwMrg
So, how can beer as a category be away from the super bowl?
BUD LIGHT two spots, INSIDE BRAIN, are highly engaging and entertaining.
https://youtu.be/wsnnU3fJTWg
https://youtu.be/pj1meOmpezs
Then there is BUDWEISER, identifying Typical American with their beer. And I am partial to beer advertising.
https://youtu.be/yt-zXuAAD6Q
MICHELOB ULTRA does it one better with its simple message, ‘it is only worth it if you enjoy it.’
https://youtu.be/U7h6Vls-uO8
MICHELOB ULTRA PURE GOLD makes a passionate appeal to pick 6 packs and see how it can change American farming. I literally love this very Patriotic beer ad.
https://youtu.be/ANarZ_113Xc
Another category that uses Super bowl best is cars. Here HUMMER ELECTRIC makes an impactful promise and delivers message quite soundlessly.
HYUNDAI SONATA is not far behind in its impact with self-parking demonstration has an extra edge on conversation and experience. It is nothing new, but it engages because of the conversation and the way it clarifies self-parking at any place.
https://youtu.be/85iRQdjCzj0
But PORSCHE, Wins the category battle of commercial with THE GEIST. It is so captivating and smart. My favourite number, -3.
https://youtu.be/FJNmHwBgV4M
In FMCG, coke, Pepsi, Doritos, Mountain Dew, Cheetos, Sabra SodaStream and others were there. But there was not much excitement around them. They were what they were.
HEINZ innovative ‘four in one’ commercial does stand out. However, it is a bit disorienting to see them simultaneously- but does that matter?
There was this REESE’S TAKE 5 with ‘The best bar that you have never heard of’. Likeable but then you have seen Bars and chocolates in that territory so many times. For me, SNICKERS beat it hollow any day.
https://youtu.be/SLAV4LYO-yU
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And the last one for Milo Kotnala, the WEATHER TECH spot.
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What say, will we see such hype with brands and IPL, I doubt, but one never knows. Why do you think, IPL will never reach this type of hype as a powerful window with such a hype?
Name of the Campaign/Ad: Snickers- ‘Hunger Acche Acchon ko Badal Deta hai’
The Brief: Launch the Snickers brand from Mars International India Pvt Ltd with the new communication.
Research insights: Part of the global Snickers ‘You’re not you when you’re hungry’ campaign, this ad delivers the message of Snickers being the ultimate hunger satisfier. The idea stems from the universal truth that we are not quite ourselves when we are hungry. And this story of transformation told with quiet exaggeration with the appearance of Rekha in her first ever ad and the comeback shot with Urmila Matondkar.
The thought process behind the creative: Navneet Virk, Senior Partner-Creative, RK Swamy BBDO added, “In a country where every other ad features a celebrity we had to make sure we had a list of never-befores … and the magic is in the concept. It allowed us to do that – to cast a celebrity never seen in an ad, and certainly not expected to be seen in an irreverent advert trying to sell a chocolate bar to hungry young guys! We wanted to make sure the ad is as unique as the taste of the Snickers bar itself.”
Media vehicles chosen: Television / Print / Radio
Key issues kept in mind while executing the ad: The film opens on a group of young lads en route to a cricket match. As they exchange banter about the sport, they are interrupted by an annoyed woman’s voice. Startled, they look back and see Rekha in the car with them. She goes on to chastise them about how their constant chatter is irritating, what it will take for them to shut up and she goes on to attack her fellow passenger with his stinky gloves. The driver asks if she’s gone mad, to which she mockingly responds that she has and continues with her ranting. That’s when one of the guys offers her a bar of Snickers. Why should I eat this, she asks as she grabs it. He tells her that when she’s hungry, she turns into a ‘heroine’. She bites in. Are you ok now, the friend turns and asks. In Rekha’s place is one of their friends, who has transformed back to his normal self. Ok, he says, nodding in relief.
We come back to see that the gang has reached the cricket ground and are rushing towards the field when they are interrupted by incessant honking. In place of the driver is Urmila Matondkar, throwing a tantrum and asking them whether she is their driver and then refuses to play with them. As the friends come up to offer another Snickers to their hungry friend, we see the packshot and line ‘Hungry? Grab A Snickers!’.
The treatment of the idea strikes fine balance between global idea and local connect with the context – to leverage our love for cricket but in a newer way, to leverage a Bollywood Indian-ness, and yet keep to Snickers’ tonality. The idea was to tell the story in a less ‘addy’ way…hence the choice of a film director like Imtiaz Ali.
What is the differentiating factor about the ad? Virk said, “Many many things are different about this ad. The idea is in itself quite unique – it’s simple but surprising. It’s different in the kind of celebrities we have casted. When every other ad we see features a celebrity, we had to make sure we brought in actors who have never been seen in ads before. And thanks to the concept itself, it allowed us to cast people you would not expect to see in an ad targeting young men. The other truth is that the story is not about the celebrities – it’s about the brand’s unique benefit.”
Client comment: Punyabrata Dashsharma, Brand Manager, Mars International India Pvt Ltd, “Our core proposition is that when you’re off your game, nothing sorts you out better than a bar of Snickers. And we had to say that in an Indian context, with communication that is simple and distinctive and clutter breaking.”
Oh no! What a wasted opportunity! The makers of Snickers did two commendable things. One, to think of veteran movie star, the ultra reclusive Rekha. And two, to convince the lady to sign up for the first ad of her life. And then they went ahead and blew it nice and proper.
This is the trash they’ve conceived: When a dude gets hungry, he starts carping like an aged heroine. (Sexist? I think so!). So, inside a moving car, when a chap is famished, he transforms into a crabby Rekha. Until he’s fed Snickers, after which he becomes ‘normal’ again. Another guy turns into a cranky Urmila Matondkar, haha!
Now, the idea isn’t bad per se. That, hunger can change your mood drastically, is a promising thought. But the interpretation is quite silly, and it’s not even remotely funny. Also, they have made Rekha look bad, and that’s unforgivable. They should have watched the commercial Havells Fans made with the late Rajesh Khanna. Khanna was projected as the man he was perceived to be; larger than life, living in denial of his faded stardom and full of attitude. Which made the connect with that ad strong. This is what Snickers should have attempted with Rekha. Sadly, they haven’t even tried to capture her popular image of an enigmatic star. In this ad, anyone could have been cast.
Anyway, I am hungry now, but will avoid Snickers. What if I turn into a fiery Mamata Didi? You’ve all had it then.
Mars Inc has roped in veteran Bollywood diva Rekha to endorse its Snickers brand in India as the world’s top chocolate maker looks to challenge Kraft Cadbury’s hold on the country’s Rs 3,000-crore chocolate market.
This is the first time the $30 billion-plus American chocolate and pet food giant hires a celebrity to endorse its brands in India, and it marks the debut of Rekha, 58, in the world of advertisements. “Rekha came as the first choice when we thought of making a TV commercial portraying a diva-type behaviour,” a Mars India spokesperson said.
RK Swamy/ BBDO will create the advertisement campaign for Snickers, the world’s largest-selling chocolate brand.
Rekha, who ruled the silver screen in the 1980s with hits like Umrao Jaan and Silsila, is an unusual choice for endorsing a chocolate brand, but some experts say the move will get the brand noticed. “It’s interesting and should be clutter-breaking at least in the short term,” Anirban Das Blah, MD of celebrity management firm Kwan CAA, said. “How the ads help the brand would of course depend on the script,” he added.
Interestingly, in her new role, Rekha will be taking on one of her closest contemporaries, Amitabh Bachchan, who has been endorsing rival chocolate brand Cadbury for several years. Though Snickers was advertised in 2008 and earlier this year, the new campaign will be its biggest so far in the country.
“We need certain scale and distribution for a brand to optimise our media spends. We feel now is the opportune time to invest behind Snickers consistently,” the company spokesperson said.
All Mars chocolate brands in India, including Mars, Snickers, Galaxy and Bounty, are currently imported. Being sold at two price points of Rs 15 and 30, Snickers competes with other global names such as Kraft’s Cadbury Dairy Milk, 5-Star and Toblerone, and Nestle’s KitKat.
Mars is making this attempt at a time when US chocolate major Hershey has announced plans to launch its global brands in India through its own arm. In September, Hershey exited its five-year alliance with industrialist Adi Godrej-led Godrej Group.
Hershey’s intends to launch some of its global brands such as Kisses and Reese’s over the next few months. India’s chocolate market, meanwhile, has started slowing as consumers are checking discretionary spends due to slowing economy and rising prices. According to data from Nielsen, chocolate consumption growth halved in the first six months of the year to 18% from 37% a year earlier in value terms. The largest player Cadbury Kraft’s sales grew 20% in January-June 2012, down from over 40% in same period last year.
Mars Chocolate’s global brands include M&Ms, Galaxy, Milky Way and Twix besides Snickers.
A TVC or DVC or any other video needs to be judged in its totality. We all have our own palate for judging them and brand them as good or bad. We must realise, there will be frames you did not like and could have been done better. The casting, editing, script, dialogues, direction- there are multiple possibilities of areas to excel and go down.
Navneet Virk, Senior Partner-Creative, RK Swamy BBDO
By Anil Thakraney