Chocolate manufacturers have often relied on celebrities and creative ideas to promote their brands. Snickers, nuts and caramel-topped chocolate bars from Mars Wrigley are no exception. Released in 2014, their television commercial (TVC) with the tagline “Hunger acche accho ko badal deta hai” has over 8.12 lakh views on YouTube. This time they roped in Bollywood director Rohit Shetty as the new ambassador for Snickers. “Shetty’s authentic and adventurous personality are perfect fit with Snickers,” Nikhil Rao, CMO, Mars Wrigley India, said.
Shetty, known for his car stunts and action-packed movies, has elevated the Snickers brand, as per claims made by the company. From what it is understood, their campaign titled, ‘You’re Not You When You’re Hungry’ promises to resonate with the audience. The new TVC, conceptualised by DDB Tribal opens with Shetty mentoring a boy at a Hungal Driving School car. Shetty takes control of the car when the boy struggles. Shetty’s rash driving leads them into a bustling fish market. The final twist occurs when the car is found on a boat in the middle of the sea. Then the boy hands Shetty a Snickers, saying, “You become Rohit Shetty when you’re hungry.” Shetty eats the chocolate bar and quickly transforms into a calm driving instructor. “This collaboration is exciting because it aligns perfectly with my on-screen persona. The TVC was a blast to shoot, bringing together my love for cars and action. The message of Snickers– that hunger can turn you into someone completely different – is something I think everyone can relate to.” Shetty said.
The creative agency behind the campaign is DDB Mudra. “We have Rohit Shetty starring in his most hilarious, and perhaps his easiest-ever role – since he plays himself. Through the last few months, the clients, the agency, and the production team have all had a riot of a time building this campaign and we’re sure the audience is going to enjoy it equally,”Iraj Faaz, creative head, DDB Tribal said.
Chocolate confectionery in India is a growing industry. In 2023, the retail sales value of chocolate confectionary products in India stood at $ 2.43 billion US dollars. It was an increase compared to the previous year. The sales value is expected to reach over four billion dollars by 2028, growing at a compound annual growth rate of 10.2%. As per 2021 data, Mondelēz International was the largest company in the industry. This was followed by Nestlé SA with a market share of about 15%, reveals a Statista report.