Mars Wrigley Confectionery has rolled out the launch campaign for the new Snickers Almond flavour.
Conceptualised by BBDO India, the films continues with the 'You're not you when you're hungry' thought. The idea is that people forget how to behave when they're hungry.
One film shows a debate scene in a newsroom. The panelists start physically assaulting each other during the argument. One of the boys on the set offers a panelist a Snickers to meet his hunger needs and correct his behavior.
The second film is shot in a gym. A person on the treadmill seems to have lost control. But the people in the gym take to their phones to record a video of what's happening instead of helping the man out.
Yogesh Tewari, marketing director, Mars Wrigley Confectionery, said, “As a brand, Snickers has always built on the proposition of ‘You are not you when you are hungry’ and this time, we wanted to bring in the angle of responsible behavior with Snickers Almond. The campaign focuses on the goodness of almonds for hunger satisfaction and talks about stopping all kinds of irresponsible behavior. The product is a new, delicious twist to an all-time consumer favorite, and we are confident that Snickers Almond will be well received by consumers across the country.”
Josy Paul, chairman and CCO, BBDO India, said, “You are not you when you are hungry' is the famous worldwide brand idea for Snickers. To launch Snickers Almond in India, we built on this popular idea by giving it an ‘almond' twist. We connected hunger to forgetfulness and memory loss, in a fun manner. Hunger can make you forget how to behave. We dramatised #NoBhookNoBhoolna using interesting social contexts and observations. And we executed these in a very Snickers way. You’ll see how Snickers Almond is the bar of substance that takes care of hunger so uniquely. The result is hilarious.”
Client: Mars Wrigley Confectionery
Creative agency: BBDO India
Creative team: Josy Paul, Ritu Sharda, Anunay Rai, Shinjini Banerjee, Jagpal Singh and Rashid Ali
Account management: Rajesh Sikroria, Proteek Dey and Kritika Vasan