Mars International India has released an ad film for its Snickers line of chocolates. The film is based on the global campaign, ‘You are not you when you are hungry’ and was released on November 29. It has been conceptualised by R K Swamy BBDO and features Bollywood actor Sonam Kapoor. It will be aired across 57 television channels and 7 languages.
The film begins with a shot of a jeep crawling up a hill as a voice is heard saying, “come on guys, push”. The film cuts to the driver who is asking everyone to put in a little more effort as they push the car up the hill. The film then cuts to the back of the car as Kapoor is seen standing up as she screams in agony. She complains about how her hands have been burnt and refuses to push any more. As she walks away, the friends wonder what is wrong. As tensions rise, the friends begin to banter amongst themselves. Before things can escalate, one friend stops everything and gives Kapoor a Snickers bar stating that, ‘Rocky’ becomes a diva whenever he is hungry. As soon as Kapoor bites into the bar, We see Rocky has once again become himself.
The film ends with a super that reads, “Hungry, Grab a Snickers”
Raghav Rekhi, marketing director, Mars international India Pvt Ltd , said, “Snickers is a globally renowned brand that has always stood as a solution to hunger and consumers have shown immense love towards it. Taking the legacy forward, we are excited to have Sonam as the face of the new campaign. She is truly a diva, loved, adored and inspiring millions. Her vivacious personality blends perfectly with the concept and her character in the TVC. The new campaign presents Snickers experience in a quirky manner and revolves around the global award winning concept ‘You’re not you, when you’re hungry’. We are confident that the campaign will be loved by our consumers.”
Navneet Virk, senior vice president and creative director , R K Swamy BBDO added, “Snickers is one of the world's most unique tasting chocolate bars and an iconic brand as well, with a very distinct positioning and personality. Creatively, it’s a challenge to bring alive the tightly defined global idea of ‘You’re not you when you’re hungry’ - ‘Hunger acchhe achhon ko badal deta hai’ - in a local context. In this edition of the campaign we’re highlighting a very relatable hunger trait – that hunger makes one fussy and high maintenance and cranky and diva like. Sonam has played the part to perfection, and like all the global celebrities who have featured in the campaign, she’s showed an endearing sense of humour with her ability to poke fun at herself. We are sure that the commercial will help Snickers connect with hungry moments in the lives of young Indians…and of course bring a smile to their faces!”
Client: Mars International India
Creative agency: R K Swamy BBDO, Chennai
SVP and creative director: Navneet Virk
VP, planning and research: Ambika Chandrasekar
Brand associate: Renuka Sanji
Production house: Tubelight Films