In India, Snickers gets a taste of Bollywood

Sonam Kapoor in Snickers' new Indian ad.
Sonam Kapoor in Snickers' new Indian ad.

"You're not you when you're hungry" translates into any language -- or seven Indian languages in a campaign that features Bollywood star Sonam Kapoor

CHENNAI, INDIA — You might not be yourself when you’re hungry, but Snickers advertising is recognizable in any language.

Mars International India recently released a Snickers spot conceptualized by R K Swamy BBDO that features Bollywood actor Sonam Kapoor. It will be aired across 57 television channels and seven 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, where Kapoor complains about how her hands have been burnt and refuses to push any more.

Before matters 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.

According to Navneet Virk, senior vice president and creative director, R K Swamy BBDO, "Snickers is … an iconic brand … 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 humor 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

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