Mumbai: Mars Wrigley India has unveiled an exciting new addition to its SNICKERS® portfolio: the all-new SNICKERS® Peanut Brownie. Combining the rich, indulgent taste of a brownie with the classic SNICKERS® elements of gooey caramel, crunchy peanuts, and smooth chocolate, this latest innovation is set to redefine hunger satisfaction. Accompanying the launch is a hilarious new TVC that embodies the brand’s legacy of witty and engaging storytelling.
SNICKERS® has long been celebrated for its globally acclaimed ads that bring humor and relatability to hunger-induced transformations. In India, the brand has previously featured iconic celebrities such as Rekha, Sonam Kapoor, MS Dhoni, and Rohit Shetty. This time, the SNICKERS® Peanut Brownie takes center stage in an ad that creatively portrays how it comes to the rescue when hunger strikes.
Conceptualized by DDB Mudra, the new TVC is set in a bustling office, humorously showcasing the chaos that unfolds when hunger takes over. Based on the insight that people tend to eat just about anything when they’re hungry, the ad reinforces the message, “Bhook mein kuch bhi mat kha. Kuch tasty kha.” (“Don’t eat just anything when you’re hungry. Eat something tasty.”). The film concludes with the brand’s signature tagline, “You’re not you when you’re hungry!”, emphasizing SNICKERS® as the ultimate hunger fix.
Himanshu Gupta, Strategic Demand Manager, Mars Wrigley India, shared his thoughts on the launch, “SNICKERS has always been the OG hunger satisfier, and with the Peanut Brownie, we’re elevating that experience to a whole new level. This launch is not just about delighting our loyal consumers but also inviting more chocolate lovers to join the SNICKERS family. By bringing a taste from our global pantry to India, we’re staying true to our promise of delivering the tastiest hunger fix. After all, ‘You’re not you when you’re hungry,’ and the SNICKERS Peanut Brownie ensures you stay yourself in the most delicious way possible.”
Adding to the creative execution, Iraj Fraz, Creative Head, DDB Tribal, commented, “Brand SNICKERS has the juiciest communication platform of ‘You’re not you when you’re hungry’. And this ad takes it forward by, for the first time, showing the transformation of us when we’re hungry into an inanimate object. The insight is simple – when hunger strikes, we rummage, hunt, and search for whatever is edible and stuff our mouths with it, quite like a vacuum cleaner. Luckily, we won’t have to resort to such desperate measures anymore, because the tastiest hunger fix is here – SNICKERS Peanut Brownie. All through this project, making a vacuum cleaner play the lead role has been both a challenge and a joy for us all.”
