Hunger games

Jan 22 2013, 01:42 IST
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SummaryIn spite of having an impressive ensemble of names and a successful global campaign to show the way, this Snickers ad comes across as confined and constrained in its thought and execution

In spite of having an impressive ensemble of names and a successful global campaign to show the way, this Snickers ad comes across as confined and constrained in its thought and execution

Campaign name: Hunger Acche Accho Ko Badal Deta Hai

Brand: Snickers

Company: Mars International India

Agency: RK Swamy/BBDO

The Campaign

The film opens on a group of young men en route to a cricket match. As they exchange banter about the sport, they are interrupted by an annoyed woman’s voice. Startled, they look back and see yesteryear’s Bollywood prima donna Rekha in the car with them. She chastises them about how their constant chatter is irritating, what it will take for them to shut up and she goes on to attack her fellow passenger with his stinky gloves. The driver asks if she’s gone mad, to which she mockingly responds that she has and continues with her ranting. That’s when one of the guys offers her a bar of Snickers. Why should I eat this, she asks as she grabs it. He tells her that when she’s hungry, she turns into a ‘heroine’. She bites in.

The friend turns around to ask whether she is okay now. In Rekha’s place is one of their friends, who has transformed back to his normal self. “Okay”, he says, nodding in relief. ‘Hunger Acche Acchon Ko Badal Deta Hai’ (Hunger can make the best man go bonkers), declares the tagline.

We come back to see that the gang has reached the cricket ground when they are interrupted by incessant honking. In place of the driver is another film star Urmila Matondkar, throwing a tantrum and asking them whether she is their driver. As the friends come up to offer another Snickers to their hungry friend, we see the pack shot and line ‘Hungry? Grab A Snickers!’.

Our Take

The chocolate market in India is pegged at around R3,000 crore and competition will only heat up in the time to come. No wonder then that Mars for the first time in India has roped in two celebrities to endorse one of its brands. This campaign was conceptualised on the lines of Mars’ award winning global campaign ‘You’re Not You When You’re Hungry’.

So Mars brought in the one true and timeless diva of Indian cinema, Rekha for Snickers debut ad in India. Incidentally, this is Rekha’s first ever television commercial. Matondkar also features in the commercial, and it has been directed

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