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This exam season, beat exam blues with SNICKERS
MUMBAI: SNICKERS, the nougat, caramel and nuts filled chocolate bar from Mars Wrigley urges students to beat all kinds of exam blues and wishes them the very best, with an innovative twist to the regular bar.
With the global brand proposition, ‘You are not you when you’re hungry’, the new campaign builds on how hunger makes people act out in unexpected ways, especially when there is additional stress due to exams. The new campaign has been launched with a simple message that, ‘Exams can be stressful, don’t let hunger add to it’. While students across the country are putting in their best efforts to prepare for the upcoming exams, stress and nervousness are likely side effects that are hard to avoid, and this stress coupled with hunger can be a detrimental combination. SNICKERS, famous for its quirky and humorous brand persona, has come to the rescue with SNICKERS Exam Bars, giving an innovative spin to the proposition with “Stress mat lo, Snickers lo”.
The limited-edition Exam Bars will be available with good luck greetings for the students such as ‘Do Well’, ‘Rock On’, and ‘Shine On’. The brand has also launched a comical film that offers respite to help battle the deadlines and stress of the fast approaching examinations, and a message that while stress and hunger can get to the best of us, one can always grab a SNICKERS.
Talking about the launch of the SNICKERS Exam Bars and the video, Mars Wrigley, marketing director Yogesh Tewari said, “With the examinations approaching fast, our strategy was to use our signature tongue-in-cheek sense of humor that has become synonymous with SNICKERS to engage with our primary target audience by offering much-needed relief from exam stress. The launch of SNICKERS Exam Bar comes at the back of the insight that exams can be extremely stressful, and that hunger along with stress get manifested through various behaviors. We are reiterating our commitment to our loyal consumers by offering a bar of delicious chocolate with a positive and fun message to lighten up these taxing times.”
On the campaign, BBDO India chief creative officer Akashneel Dasgupta said, “Every classroom is a microcosm of society. We find all kinds of characters, almost stereotypes. But two things that are common is that they all get stressed during exams and hunger aggravates it. It manifests in their behavior and everyone behaves in a way that’s a typical of them. SNICKERS address their hunger pangs, so that they can give their best. And one can be at their best only when they are themselves and not hungry. SNICKERS have also introduced exam-specific packs in the market which carry wishes like Keep Calm, Shine On, etc. in place of the regular branding.”
The film features characters that we are all too familiar with – ‘the topper’, who having revised the entire syllabus several times, makes everyone around him nervous with doubts and questions, or ‘the Gambler’, who seems to have the undoubtable insight into which questions will appear in this year’s question paper. The 2.43-minute film features many more such humorous characters that one encounters around examination halls. With a comical take on the proposition, ‘Stress Mat Lo, Snickers Lo’, the film offers a much-needed respite to students from the stress that accompanies exam time and guarantees a nostalgic walk down the memory lane for the rest. SNICKERS Exam Bars are available in traditional and modern outlets across the country.
MAM
Ritz Media World appoints Neeti Bhargava as chief content and client solutions officer
Seasoned radio leader to steer content and client strategy in AI era
NEW DELHI: Ritz Media World has appointed Neeti Bhargava as chief content and client solutions officer, strengthening its leadership team as brands ramp up investment in content-led, multi-platform engagement.
With more than 18 years in radio, media and content creation, Bhargava brings a storyteller’s instinct and a strategist’s eye to the role. Her career spans leading radio networks such as Red FM 93.5, Reliance Big FM 92.7 and My FM of the Dainik Bhaskar Group, where she shaped on-air formats, refined programming strategy and curated music and listener engagement initiatives that resonated beyond the airwaves.
Over time, her remit expanded from studio consoles to brand consoles. She has led voice-driven campaigns, crafted branded content, developed digital formats and delivered live experiences, blending creativity with commercial clarity. Her experience across content production, marketing strategy and creative leadership has given her a keen understanding of how audiences interact with brands across platforms.
In her new role as chief content and client solutions officer, Bhargava will oversee the agency’s content strategy and work closely with clients to design integrated campaigns spanning audio, digital and on-ground platforms. She will also guide internal teams to ensure consistency, quality and clarity in brand communication.
Ritz Media World founder Ritz Malik, said Bhargava’s cross-platform expertise comes at a pivotal moment for the industry. As marketing becomes increasingly data-informed and supported by AI tools, he noted, the need for authentic and well-crafted storytelling has only intensified. Her leadership, he said, will help the agency deliver campaigns that are both creatively strong and strategically sound.
Bhargava said today’s content landscape is shaped by evolving consumption patterns and technology-led media planning. While AI enhances efficiency and insight, she emphasised that compelling storytelling remains central to meaningful brand engagement. She added that she is excited to contribute to building integrated content that connects with audiences across formats.
The appointment reflects Ritz Media World’s focus on sharpening its content capabilities as brands seek smarter, data-backed ways to stay relevant in an increasingly crowded media marketplace.
