The cricket season is almost here and whether you are a player or a fan watching a match, ‘You’re not you when you’re hungry’.
With its humorous campaign, Snickers is building on this brand proposition. Set to roll out in two phases, the campaign, ideated by DDB Tribal, unfolds the concept of making Noobie mistakes with a quirky TVC. The film features excited fans in “out-of-sorts moments” making hilarious blunders. The brand will keep the humour going with the launch of two 10-second digital films.
The film shows a fan ‘directing’ how a shot be handled while watching a match, but instead, pulls muscles and can’t move – a Noobie mistake.
Speaking on the campaign, Varun Kandhari, Director of Marketing and Customer Marketing, at Mars Wrigley India, said, “The fun brand proposition of Snickers, ‘You’re not you when you’re hungry’, has been globally loved by consumers. As the spirit of cricket season kicks in, the campaign aims to bring together the exhilaration of cricket fandom with a dose of unexpected comedy. The all-new TVC and the unveiling of Noobieverse gaming platform will elevate the entertainment of consumers across the country. Through this, we emphasise our relevance among the GenZ audience while continuing to inspire billion moments of happiness among the consumers. We are confident Snickers’ quirky celebration of the cricket season with its noobie take will deeply resonate with the audience.”
Speaking on the campaign, Iraj Fraz, Creative Head, DDB Tribal, said, “Ever ‘called in sick’ to your boss, only to foolishly post a picture of yourself watching the India-Pak match on Instagram? Noobie mistake! Maybe you just need a SNICKERS. After all, ‘you’re not yourself when you’re hungry’. So, this cricket World Cup season, SNICKERS launches a campaign that highlights the Noobie mistakes we make while trying to be the best fans and cheerleaders for our team.”
The campaign also rolled out an online contest through a Noobieverse gaming platform on the Snickers India website. The contest engages consumers in a game of spotting Noobie Mistakes in situations related to cricketing fan truths.
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