MAM
Snickers Peanut Brownie debuts in India as the ultimate hunger fix
MUMBAI: Mars Wrigley India has introduced the all-new Snickers Peanut Brownie, an indulgent twist on its classic hunger-satisfying bar. Combining the rich, fudgy taste of a brownie with the signature Snickers blend of gooey caramel, crunchy peanuts, and smooth chocolate, this latest offering promises to elevate the hunger-fix experience for chocolate lovers across India.
To mark the launch, Mars Wrigley India has unveiled a humorous new TVC, conceptualised by DDB Mudra, capturing the chaos that unfolds when hunger strikes. Known for its iconic advertising, Snickers India has previously featured celebrities like Rekha, Sonam Kapoor, MS Dhoni, and Rohit Shetty. This time, the brand takes a fresh approach, playfully illustrating how the Snickers Peanut Brownie steps in as the ultimate rescue snack.
Set in a lively office environment, the TVC highlights the absurd lengths people go to when desperate for food, reinforcing the tagline Bhook mein kuch bhi mat kha. Kuch tasty kha. (Don’t eat just anything when you’re hungry. Eat something tasty.). The campaign takes the brand’s signature ‘You’re not you when you’re hungry’ messaging a step further by humorously depicting a hungry person transforming into an inanimate object a vacuum cleaner.
Mars Wrigley India strategic demand manager Himanshu Gupta shared his excitement about the launch, stating, “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.”
DDB Tribal creative head Iraj Fraz commented on the unique storytelling approach, saying, “All through this project, making a vacuum cleaner play the main role has been both a challenge and a joy for us all.”
With this exciting launch, Snickers continues to cement its position as the ultimate solution for hunger cravings, ensuring that no one has to resort to desperate snacking again.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
