Hershey’s India launches ‘Life Is Hard, Par Hershey’s Hai Na Yaar’ campaign

MUMBAI: Hershey’s India has launched a new brand campaign, “Life Is Hard, Par Hershey’s Hai Na Yaar”, created by TBWA\Lintas, part of Omnicom Advertising India, positioning the brand as a source of comfort amid everyday pressures.

The campaign builds on Hershey’s purpose of encouraging consumers to choose comfort through small moments of happiness. The central idea is that happiness does not always arrive on its own, but can be created through simple, deliberate moments.

The campaign film follows a protagonist whose day takes a series of increasingly chaotic turns. As one setback follows another, his attempts to regain control keep failing. Just when the situation appears to have reached its lowest point, Hershey’s offers a small moment of sweetness and relief.

The Hinglish line “Life Is Hard, Par Hershey’s Hai Na Yaar” is designed to bring the idea to life in a conversational manner, while reflecting the brand’s Innocent Optimist archetype through humour, warmth and comfort.

Hershey’s India director marketing India & APAC Kamy Devaguptapu said the campaign captures how everyday moments of uncertainty and pressure can chip away at optimism, while simple pleasures such as chocolate can make those moments feel lighter.

TBWA\Lintas president, creative Sarvesh Raikar said the campaign marks the launch of Hershey’s new brand platform in the region, beginning with a film for its bars before expanding across media through the year.

The lead film has been developed for television, digital and out-of-home platforms, with adaptations also planned for airport screens. The campaign seeks to bring the brand’s message of comfort to consumers across everyday environments, including moments of waiting and unce.