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Exclusive | Nestle MUNCH khao, Apne Manch pe Aao, the new TVC

Recently, Nestlé India, one of the leading FMCG brands in India has come up with its new campaign for its confectionery brand Munch.

In their earlier campaign the storyline was, Virat Kohli had played a dumb boy who had no worth in a small town and Munch gave him a reason to be famous and be the lucky charm for the cricket team shown in the TVC. While in their latest campaign, there is a Bollywood personality who in his earlier avataar was popular on Television. This role has been essayed by Sushant Singh Rajput who plays the role of a college teenager who speaks broken English.

This new TVC has been creatively made by JWT and keeps the audiences’ curiosity till the end of the advertisement. It is only after a couple of broken English incidences that Sushant breaks his silence with MUNCHification. While this sounds similar to ‘Notification’ the brand intends to break-through the clutter.

To get deeper insights about this campaign and know more about their upcoming projects we at Adgully caught up with Mayur Bhargava, General Manager [Chocolates and Confectionery], Nestlé India.

The Campaign

Nestlé MUNCH is loved by the youth, and the new campaign is built around insights into the aspirations and changing mindset of the youth. ‘Nestlé MUNCH khao, Apne Manch pe Aao!’  reflects the changing mindset of India’s generation that has moved up from  seeking empowerment  to one that feels a sense of entitlement. Bhargava adds, “It endorses the self- image of the older adolescent who wants to announce his arrival to the world at large and who is willing to create a unique expression and identity without being inhibited by his flaws. The new campaign reinforces the role of Nestlé MUNCH as a catalyst to empower youth.”

In an amazing jingle written by Amitabh Bhattacharya and sung by Mika Singh, The #MUNCHification anthem has already got over 100,000 music downloads in just two weeks of the campaign launch.

Why ‘MUNCHification’

“The Brand has always communicated in a humorous tone and in the new campaign it has brilliantly coined ‘MUNCHification’ to amplify in a humorous way the desire of the youth who want to announce their arrival to the world. ‘MUNCHification’ is a clarion call for the consumers of MUNCH to announce their uniqueness to the world, to operate on their own terms and create their own rules to establish their identity,” he adds.

Execution

The new campaign is built on the insight that the cultural mindset of India’s generation is changing from being one that is seeking empowerment, to one that feels a sense of entitlement.  He adds, “The brief to the agency was to use this insight to build on the product promise [India’s crunchiest ever wafer chocolate] and reinforce the brand values of Nestlé MUNCH in the humorous tone that the brand is known for.”

Reach

The media mix is a healthy combination of Hindi and Regional TV and is integrated with mobile and social media. The communication was launched on digital and then rolled out on TV. It leverages properties including Nestlé MUNCH Facebook page, YouTube, and mobile platforms like Gaana.com. ‘The new campaign was conceived as a ‘digital first’ campaign, it was launched on digital before the commercial went on air on TV. A long version of the TV ad went online on the Nestlé MUNCH Facebook page and YouTube.

Star Struck

This time the brand has a Television cum Bollywood actor Sushant Singh Rajput playing a teenager in the ad as compared to celebrity cricket player Virat Kohli last time. Bhargava adds, “Sushant Singh Rajput is talented with strong self-belief, and reflects the young generation of today who are conscious of cultural benchmarks and   believe they are entitled to a space in the world with their own identity.”

Market insights

Currently under the Nestlé India umbrella, there are two brands in the light chocolaty-wafer category, KIT KAT and MUNCH and the brand has over 75 per cent share of the light eating chocolaty-wafer category.

Bhargava also tells us, “Nielsen estimates the chocolate market in India at over Rs.6500 crore, and wafer-based chocolates and confectionery are estimated to be about 25 per cent of this market.”

Way Forward

“We will continue to strengthen the emotional connect we share with our consumers, innovate and renovate our product portfolio, and leverage our extensive sales network to reach more consumers,” he concludes.

Marketing
@adgully

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