Nestle Munch has rolled out another ad film featuring cricketer Virat Kohli. An extension of the campaign rolled out earlier this year, this film too has Kohli playing a South Indian character (introduced in the earlier film as Balakrishnan Vaali). Only this time, there's two of him amplifying the 'crunch'.
The TVC shows Kohli playing himself in an elevator with a middle-aged man (his manager). Kohli is about to take a bite of his Nestle Munch, when the sound of a ‘crunch’ stuns them. They turn towards the source of the sound and find Kohli’s South Indian lookalike munching on Munch. The surprised man points out the similarity to Kohli - not the similarity in looks, but the fact that they are both having a Munch. He says, "Aap dono toh same to same…Munch kha rahe ho sir". The film ends with a voice over and a super introducing Munch, saying: 'You can't miss the new Munch - it's the crunchiest ever'.
On the TVC, Nitin Pradhan, executive creative director, JWT India, said, "The excitement of the moment comes from the crunch (again) that makes viewers, Virat and his manager realise the 'strange coincidence'. It was also a more refreshing way for us to show the actual celebrity in all his glory along with the lookalike character (also him). The interaction is not a typical fan-meets-celebrity piece, which is what makes it a more interesting watch. In fact, Vaali doesn't even notice Virat in the spot."
"The product still remains the focus of the message, being the subject of the 'interaction'. The love for the crunchiest ever Munch leads to another exciting moment. And that is exactly the point we wanted to make," added Pradhan.
The TVC, which has been featured on Munch’s Facebook and Twitter pages, will also be supported by mobile and radio ads.