Mumbai : SNICKERS®, a chocolate brand of Mars International India, recently turned heads with the launch of its new television campaign (TVC) featuring Rekha and Urmila Matondkar. An adaptation of the award-winning global campaign ‘You’re Not You When You Are Hungry’, the new TVC features iconic diva Rekha in her first ever television campaign, the charismatic Urmila Matondkar and is directed by the famous Bollywood director Imtiaz Ali. The TVC hit screens across the nation on December 23, 2012 and is present across 56 television channels and 9 languages.

Presentation1The TVC is based on the concept, which was developed behind universal insights that hunger makes a person weak and behaves differently, ultimately affecting the people around us and our performances. The well admired diva portrays the hunger state ‘meanness’ and joins an impressive list of international celebrities including; Betty White, Joe Pesci, Aretha Franklin, Liza Minnelli and Joan Collins. This concept YNYWYH has run in 56 countries with local celebrities.

Speaking on the launch of the new TVC, Mr. MV Natarajan, Managing Director, Mars International India, Chocolate Business, said, “We at Mars International India are thrilled to launch the new campaign for our chocolate brand SNICKERS®. The campaign was conceptualized while keeping in mind our award winning global campaign ‘You’re Not You When You’re Hungry’. What the commercial is trying to communicate is that hunger can drastically change your personality. It’s saying that when you’re hungry you’re not on your game and that SNICKERS® is the bar of substance that sorts you out to be yourself. The campaign has enjoyed huge success internationally and we are optimistic that we will get positive response in India too.”

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The TVC packs all the humour and refreshing candor of the SNICKERS® brand and at the same time keeps very much to the Indian idiom and ethos. The opening of the TVC shows four boys who are going in a car to play cricket. They are speaking in their colloquial language and out of those four, one of them is Rekha. 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.

Later, when they reach the cricket ground, the driver is hungry and hence, starts throwing tantrums. This role is played by Urmila. So the boys take out one more SNICKERS® for him.

Therefore, the theme of the ad is that you are not yourself when you are hungry. One should eat SNICKERS® when hungry to refuel in-between meals.