Snickers India’s new #GrabASnickers campaign commences on a hilarious note

Snickers India campaign

With the #GrabASnickers campaign, Snickers India takes an integrated marketing approach, showcasing a father-daughter duo, featuring Vinay Pathak and urges people to grab a Snickers bar to drive off their hunger woes.

Snickers from Mars Wrigley has released a new campaign where the brand highlights how erratically people behave when they are hungry, featuring a father-daughter duo. Taking their positioning of ‘Hungry, grab a Snickers’ ahead, the campaign features Vinay Pathak in a humorous avatar, sporting as a father, as he gears up to win the ‘supposed’ race of life.

In their witty brand tone, Snickers once again highlights how extreme hunger can result in many hilarious and bad decisions that one might regret on a full stomach.

The campaign commences with Vinay Pathak cleaning an unusual truck that seems to be quintessential to hunger but is his latest purchase in the literal sense. As the video proceeds, we see the daughter questioning her dad’s eccentric behavior and decision. To which, Pathak responds that he intends to win the ‘race of life’ with the monster truck. 

The video culminates with the message that one can become off-centered when hungry so it is crucial to take a pause during such moments as the nougat, caramel, and nuts-filled chocolate bar can come to your rescue to solve all the hunger problems.

To amplify the campaign, Snickers has enrolled celebrity influencers such as Gauahar Khan, who is facing a similar pang of hunger and hallucinating of the monster truck resulting in a funny conclusion. Once again, a Snickers bar comes to the rescue – pegging the brand as the ultimate answer to hunger pangs.

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Further, Snickers India has collaborated with several influencers like RJ Sukriti, RJ Abhinav, RJ Karishma, and comedian, Robin Jindal a.k.a Oye_indori on Instagram as part of its campaign strategy. Each of the influencers has leveraged Instagram Remix, enhancing the reach of the campaign message in a funny, contextual, and relatable way.

Adding a layer of gamification, the brand launched an AR Filter game driving home the message of #GrabASnickers with an immersive experience. The ‘Dodge the Truck’ AR game on Instagram allows users to dodge the purple-hued monster truck. The longer you can dodge the truck, the higher the scores will be.

The brand has been championing the cause of hunger pangs with the Snickers bar as an answer from the last few years – each time with a chucklesome campaign that keeps the viewers glued. With a stellar star cast and integrated digital approach, Snickers manages to take their message of Hungry, Grab A Snickers’, one step ahead.