Nestlé India’s Munch has seen a 'renovation' to its recipe. Communicating this is an ad film conceptualised by J. Walter Thompson, featuring actor-musician Shruti Haasan and the musical trio of Shankar, Ehsaan and Loy. The film went on air on 29 August.
The film is set in a studio. It features the trio performing with Haasan watching them. As Mahadevan's classical rendition comes to an end, he looks at Haasan and tells her it's her turn to sing. He warns her that she needs to sing the piece in one breath. She thinks to herself, 'Aaj band bajega' (I'll have to face the music today) and opens a Munch. As she takes a bite, the caution and hesitation turns to confidence, as she tells herself, 'Band toh bajana hi padega' (The music has to be played). She starts singing, surprising the trio with an energetic and peppy song that goes 'Crunch macha Munch macha', going way off the brief. The trio join to make it a fun number and the film ends introducing the new Munch.
Watch the full music video here:
Nikhil Chand, general manager, chocolates and confectionery, Nestlé India, said, “India is a growing chocolate and confectionery market, and the market needs some excitement and innovation. This product is a result of such innovation. We are also extremely happy to introduce the new campaign Crunchilicious Munch in association with Shruti Haasan and Shankar, Ehsaan, Loy. The campaign captures how Shruti, who, though confident, experiences a rare moment of doubt when faced with a tough challenge. The TVC captures the ‘Crunching of the doubt with Munch’, when Shruti takes on the challenge, leading to the creation of foot thumping music. The irresistible combination of a Crunchilicious Munch and the campaign’s groovy music, will make the youth sing 'Crunch Macha Munch Macha'.”
Agency: J. Walter Thompson
CCO: Senthil Kumar
VP - creative: Sayantan Choudhury
AVP and SCD creative: Sumonto Ghosh
SVP: Saurabh Saksena
VP and executive business director: Neetika Aggarwal
Client services director: Prashant Choudhary
SVP and EPD - planning: Pinaki Bhattacharya
AVP and strategic planning director, planning: Divya Sharma
Account planning manager, planning: Kritika Mehta
VP and SCD AV services: Mandeep Singh
Director AV services: Girish Singh
Production house: Good Morning Films
Director: Shashanka Chaturvedi (Bob)
(Updated to include the full music video at 15:40 hours on 31 August).