Ad Campaigns
Snickers urges consumers to acknowledge frontline warriors with a token of gratitude
MUMBAI: Snickers, the nougat, caramel and nuts filled chocolate bar from Mars Wrigley, has launched an interesting campaign to express gratitude for the incredible work being done by essential workers against all odds. In line with its efforts to constantly innovate, Snickers has created the opportunity for consumers to share a customized digital ‘Thank You’ message at the back of the pack with their brave warriors. The campaign stems from the thought that a small gesture can go a long way, especially for our everyday heroes.
While people across the country have been staying at home to protect their health and that of their loved ones, there are some warriors who have been fighting against the odds and risking their lives to provide necessary services and goods. Some have been on the frontline helping in hospitals, streets and police stations, and there are others who have provided support behind the scenes by ensuring access to essential goods and services. From doctors, nurses and policemen to vegetable vendors, grocery shopkeepers and factory workers – there is no shortage of heroes. To express gratitude and show recognition for their immense hard work, Snickers has introduced ‘Acknowledge Your Heroes’.
The campaign aims to express gratitude with a simple message – ‘To Those Who Keep Us Going, Send A Free Snickers To Keep Them Going’. With ‘Acknowledge Your Heroes’, Snickers invites consumers to nominate a friend, family member or neighbor who deserves a Snickers bar for their contribution to making lives of other people easier during the pandemic. This nomination can be completed by filling this form. On being nominated, the nominee shall receive a personalised digital ‘Thank You’ message at the back of Snickers pack along with a free Snickers.
Mars Wrigley marketing director -Yogesh Tewari said, “We are grateful to each and every individual who has been who has been at the forefront of the current crisis and is ensuring that we stay safe and have access to essential goods and services. They are the real heroes and their tireless spirits in these difficult times is commendable. With this campaign, we hope to encourage our consumers to join hands with us to recognize the efforts of these brave warriors and offer a token of heartfelt appreciation and gratitude.”
As the world continues to tackle the difficult times, the frontline warriors with their undeterred determination and perseverance have become a source of inspiration for generations to come. Highlighting and recognising their efforts, Snickers has curated a film featuring the younger generation aspiring to grow up to become doctors, nurses, and policemen. The film celebrates all Covid2019 warriors, who have redefined heroism for the youth.
BBDO Worldwide (Gurugram) chief creative officer – Akashneel Dasgupta said, “Growing up, one’s ambitions are uncomplicated, to be a doctor or a policeman. To those innocent minds they are the true heroes of society. And what we have seen in the last three months has just vindicated that fact. No wonder the youth always earmarked them as their idols. Snickers joins many other brands in saluting these true warriors and gives everyone an opportunity to show their gratitude by sending out a Snickers. Because heroes should never go hungry.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
