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Snickers launches new campaign with fashionista 'Sonam Kapoor'

SNICKERS®, renowned chocolate brand of Mars International India, will electrify the small screen with its new TVC, featuring the ultimate diva of bollywood ‘Sonam Kapoor’. After Rekha and Urmila Matondkar, Sonam is all set to take the SNICKERS legacy forward, with the brand’s award winning global campaign ‘You’re Not You When You Are Hungry’. The TVC hits the screens across the nation on November 29 2014 and will be aired across 57 television channels and 07 languages.

The TVC is built on the concept, which was developed based on a simple universal insight that when you get hungry you can get a bit irritable, a bit feeble, a bit irrational, a bit spacy and you are just not yourself. The current bollywood heartthrob Sonam Kapoor, portrays the hunger induced ‘personality change’ in her signature quirky style with aplomb.

Commenting on the association, Sonam Kapoor, actor said “I’m excited to be associated with SNICKERS. I have grown up loving and living on SNICKER bars. The nutty caramel chocolate has come to my rescue many times while on a road trip or during long shoots. I have always loved the concept of the ads and can totally relate to it. Hunger changes you and anyone who has crossed paths with a hungry me can testify to that. I am a totally different person when I am hungry, and become Bollywood’s “hungry young woman”.   I am thrilled to be part of this campaign and look forward to the association and to an unlimited supply of SNICKERS. ”

Speaking on the association, 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 & Creative Director , R K Swamy BBDO – “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!”
The TVC portrays all the excitement and revolves around energizing candor of the SNICKERS® brand. The film opens on a narrow country road where we see a car– an open topped jeep that has stalled, being pushed up the road by three young guys. We spot a fourth guy in the driver’s seat, trying to start the car. The engine cranks but doesn’t come to life. The driver urges other 3 boys to push the car in colloquial language and out of those three, one is Sonam. The other boys are talking to her as if she is a boy. The fact is that the boy is hungry and thus, starts behaving like a diva, Kyunki hunger Acche

Acchon Ko Badal Deta Hai. So, he rips into the SNICKERS® bar on his friend’s suggestion and comes back to being himself.
The theme of the ad is that you are not yourself when you are hungry. One should eat SNICKERS® when hungry to refuel and come back to one’s normal self.

Creative Details

Duration: 30 seconds
Language: Hindi, Tamil, Telugu, Kannada, Malayalam, Marathi, Bengali, Gujarati
Creative Agency: R K Swamy BBDO, Chennai    
Creative Director: Navneet Virk, Sr. VP & Creative Director
Account Management: Ambika Chandrasekar (VP, Planning & Research), Renuka Sanji (Brand Associate)
Production House: Tubelight Films                          

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