Mars International’s ‘You’re Not You When You Are Hungry’ campaign has been launched in the Indian market. The TVC created by RK Swamy BBDO went on air on 23 December and the Indian adaptation features actors Rekha (in her first television commercial) and Urmila Matondkar. Campaigns based on the theme have run in 56 countries with local celebrities.
The TVC is based on the insight that hunger makes people weak, affecting their behaviour and people around them. The TVC shows boys in a car headed to play cricket. One of them behaves like a ‘heroine’ - personified by Rekha. One of the boys gives ‘Rekha’ a Snickers bar, and ‘Rekha’ returns to his original form. A voice over then says, Kyunki hunger Acche Acchon Ko Badal Deta Hai. Similarly, on arriving at the ground, the boy driving the car turns into Urmila Matondkar, throwing a tantrum that he has to park the car. Another bar of Snickers is called for.
Commenting on the TVC, MV Natarajan, managing director, Mars International India, Chocolate Business, said, “We at Mars International India are thrilled to launch the new campaign for our chocolate brand Snickers. The campaign was conceptualized while keeping in mind our award winning global campaign ‘You’re Not You When You’re Hungry’. What the commercial is trying to communicate is that hunger can drastically change your personality. It’s saying that when you’re hungry you’re not on your game and that Snickers s the bar of substance that sorts you out to be yourself. The campaign has enjoyed huge success internationally and we are optimistic that we will get positive response in India too.”
On the brief, Navneet Virk, executive creative director, RK Swamy BBDO, said, “Snickers is positioned as a snack that satisfies hunger and is eaten between meals by young guys on the go. The global brief was that hunger creates physical and psychological changes in the human body. Physically a person is low on energy and is easily tired. Psychologically it makes a person irritable, cranky and angry. Basically, you are not yourself if you are hungry. For us it was simplified to that extent. So the mantra was ‘be global but yet retain the local flavour’.”
Client: Mars International India
Agency: RK Swamy BBDO
Creative team: Navneet Virk Prem K. Vishwanath Rajendra Munje, Puja S.
Film Production: Aditya Gouder
Director: Imtiaz Ali
Director of Photography: Anil Mehta