MAM
Snickers introduces all new almond variant
MUMBAI: Mars Wrigley Confectionery India today launched a new variant of its much loved chocolate brand SNICKERS®. The all new SNICKERS® ALMONDS offers a base of nougat and crushed almonds, topped with a layer of diced almond mixed with caramel and enrobed with chocolate.
Traditionally associated with boosting brain power, Almonds have always been a favourite of every Indian home. SNICKERS® ALMOND builds on this and highlights that hunger leads to forgetfulness which further leads to all kinds of irresponsible behavior. Therefore for every hungry brain SNICKERS® ALMOND is the answer.
The tagline ‘No Bhook. No Bhoolna’ takes a spin on the brand’s global proposition of ‘Who Are You When You Are Hungry? and urges people to step up and take responsibility in their respective spheres of daily life.
The launch of the new variant will be supported by a television, digital & outdoor campaign, each of which will resonate with the idea of ‘You Become Forgetful When You Are Hungry’. The campaign reaches out to the brand’s millennial audiences by addressing everyday situations that are relevant to them. Whether it is reaching out to post on social media when someone is in trouble, or people not owning up to their responsibilities, the new campaign reflects how hunger causes forgetfulness leading to irresponsible and irrational actions and behaviors.
Talking about the launch of SNICKERS® ALMOND, Mr. Yogesh Tewari, Marketing Director, Mars Wrigley Confectionery, said, “As a brand, SNICKERS® has always built on the proposition of ‘You Are Not You When You Are Hungry’ and this time, we wanted to bring in the angle of responsible behavior with SNICKERS® ALMOND. The campaign focuses on the goodness of almonds for hunger satisfaction and talks about stopping all kinds of irresponsible behavior. The product is a new, delicious twist to an all-time consumer favorite, and we are confident that SNICKERS® ALMOND will be well received by consumers across the country.”
Two new thirty second TVCs have been introduced as part of the campaign, that will also be amplified digitally through online video bumpers of six seconds each. Each TVC focuses on a real life situation where people have forgotten their basic responsibilities as good citizens, because hunger has taken over their minds.
The first TVC sees a man in a gym running on a malfunctional treadmill while everyone around him is capturing his plight on their smartphones. ‘When people are hungry, they forget how to behave’ he claims and gives the people standing by a SNICKERS® ALMOND to satiate their hunger, followed by the adage ‘No Bhook. No Bhoolna’.
The second TVC is set in the context of a TV news show where politicians with differing views are seen throwing shoes at each other, while one of them hides under the table to save himself. A chaiwallah appears and asks him ‘Are you hungry?’. When the politician replies in the affirmative, the chaiwallah hands him a SNICKERS® ALMOND and parts with the advice ‘No Bhook. No Bhoolna’.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
