Campaign India Team
Feb 04, 2020

Snickers urges students to drop the stress

Watch the film conceptualised by BBDO India here

Ahead of the examination season, Snickers has released a film that looks to ease the stress on students. 
 
Conceptualised by BBDO India, the film shows different kind of students across the country and how they are preparing for their exams. The message the brand delivers is: 'stress mat lo, Snickers lo'.
 
Yogesh Tewari, marketing director, Mars Wrigley, said, “With the examinations approaching fast, our strategy was to use our signature tongue-in-cheek sense of humor that has become synonymous with Snickers to engage with our primary target audience by offering a much needed relief from exam stress. The launch of Snickers 'exam bar' comes at the back of the insight that exams can be extremely stressful, and that hunger along with stress get manifested through various behaviors. We are reiterating our commitment to our loyal consumers by offering a delicious chocolate with a positive and fun message to lighten up these taxing times.”
 
Akashneel Dasgupta, CCO - Delhi, BBDO India, added, “Every classroom is a microcosm of society. We find all kinds of characters, almost stereotypes. But two things that are common is that they all get stressed during exams and hunger aggravates it. It manifests in their behavior and everyone behaves in way that’s atypical of them. Snickers addresses their hunger pangs, so that they can give their best. And one can be at their best only when they are themselves and not hungry. Snickers has also introduced exam specific packs in the market which carry wishes like keep calm, shine on, etc. in place of the regular branding.”
 
Nikhil Mahajan, chief growth officer, BBDO India, said, “Digitally influenced content consumption is increasingly becoming a norm and more so for a very important cohort of students. This generation wants brands to talk to them vs selling them products, so when the idea of an exam pack was conceived we decided to put out some snackable content online to lighten up the mood during this high stress period of exams. When your client is aligned to trying out new things or doing things differently, it always leads to an outstanding ‘result’!”
 
CREDITS: 
Creative agency – BBDO India, Gurgaon
Chairman and CCO: Josy Paul
CCO: Akashneel Dasgupta
ECD - art: Anunay Rai
ECD - copy: Shinjini Banerjee
Associate CD - art: Sanjay Chakravorthy
Senior art director: Jagpal Singh Copywriter: Yukti Bhagchandani
Chief growth officer and GM: Nikhil Mahajan
VP: Jazryk Kaur Gill
Account director: Tanushree Paul
Senior account executive: Kritika Vasan
VP - planning: Ravi Bhat
Production: BBDO + Full Circle
Director: Gautam Vaze 
Producers: Anand Wagle – Full Circle, Krishna KV – BBDO 
Source:
Campaign India

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