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’.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
