Ad Campaigns
MS Dhoni becomes a drama king in Snickers’ latest ad
MUMBAI: Mars Wrigley Confectionery, the company behind Snickers bars, known for its quirky, tongue-in-cheek personality has found a partner in the charming and dynamic cricket icon, MS Dhoni. He is the new brand ambassador.
Since its launch in India, the filled chocolate bar has established itself as a solution to hunger cravings and has developed a strong base of loyal consumers. As the cricketer gets set to join the Snickers family, fans will get a chance to see a side of him that has so far remained undiscovered, that of a Drama King.
Conceptualised by creative agency RK SWAMY BBDO, the TVC captures a humorous locker room conversation between captain cool and his team. MS Dhoni is seen in a completely new avatar, dressed as a warrior. Channeling his inner king, in full gusto, he calls upon his teammates to take a pledge to beat the opposing team. This uncharacteristic tirade is finally brought to an end when one of the players reasons that hunger makes even captain cool lose his cool and offers him a bar of Snickers to satiate his hunger.
The new TVC gives a new spin to MS Dhoni’s otherwise calm personality and successfully reiterates that ‘hunger ache achhon ko badal deta’ and India’s favorite cricketer is no exception!
Talking about the association, Mars Wrigley Confectionery marketing director Yogesh Tewari says, “We are honoured to have MS Dhoni join the Snickers family and with this association, we are beginning the next chapter of our journey in India and strengthening our relevance amongst Indian consumers.”
Cricketer MS Dhoni adds, “I am extremely excited to be associated with the brand. It breaks away from the monotony and resonates with the quirk in everybody. It has the capability to curate emotions that redefine one’s personality the best. It has always been one of my favourites not only because of its delicious taste, but also because it is a perfect solution to hunger pangs.”
The campaign that went live on 5 March on television, will be supported by an extensive 360-degree marketing approach including digital, in-store and OOH.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
