Snickers has rolled out a TVC featuring its latest brand ambassador, Mahendra Singh Dhoni.
Conceptualised by RK Swamy BBDO, the film is a part of Snickers' 'You are not you when you're hungry' campaign. It shows the former Indian captain walking into a dressing room dressed as a warrior. He shouts out to his team mates to beat the opposition. A team mate is all cool as he looks towards Dhoni and says 'it's a friendly match Mahi'. Dhoni disregards that and continues with his aggressive speech till the team mate offers him a Snickers. He takes a bite and returns to his 'Captain Cool' avatar.
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 amongst Indian consumers.”
The TVC was rolled out on 5 March 2018. Along with the film, the campaign also consists of digital, in-store and OOH.
Incidentally, Dhoni was in the news last month for getting into an altercation with team mate Manish Pandey. The stump microphone had picked up Dhoni losing his cool.
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
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Watch the films conceptualised by Leo Burnett here