Campaign Spotlight

Mars Wrigley’s SNICKERS® unveils 2 new “Exam Bar” films for “You’re Not You When You’re Hungry”

The films feature new characters Alexander and Einstein with the tag line, "For Extra Hunger During Exams, Grab a SNICKERS®"

MUMBAI, INDIA — SNICKERS®, the nougat, caramel, and nuts-filled chocolate bar from Mars Wrigley, globally known to animate its brand proposition of “You’re Not You When You’re Hungry” through a range of iconic films is back with two new quirky films introducing two new characters — Alexander and Einstein. The latest digital and TVC films capture the daily struggles of Gen Zs and Millennials. These struggles further turn up in dramatic and exaggerated reactions, especially when hunger strikes. The new brand films bring to life two relatable and popular characters to present a humorous take on the sudden onset of “Hunger Pangs.”

Talking about the launch of the new SNICKERS® films, Varun Kandhari, Director of Marketing at Mars Wrigley, India said, “The brand proposition of SNICKERS®, ‘You’re not you when you’re hungry,’ has become iconic and is loved by consumers across the world. The campaign has a simple message that while stress and hunger can get to the best of us, one can always grab a SNICKERS®. The films are also relatable for younger generations dealing with highly stressful situations such as exams and have universal appeal. At Mars Wrigley India, we are led by our purpose of creating a billion better moments for consumers and communities, and we are confident that the audience will love the new TVC as we celebrate the joy associated with SNICKERS®.”


The film with Einstein opens with two friends deeply involved in pre-exam night preparation, showcasing how one of them transforms into the iconic character Einstein in a dramatic way. The character is hungry and stressed and starts believing that scores are inconsequential. To bring her back to her senses, her friend offers her a SNICKERS® and gets her to focus back on studying. The second film with Alexander highlights the pre-exam anxiety and stress, showcasing how one of the friends is all set to wage a war. Seeing his friend transform into a character like Alexander, his friend offers him a SNICKERS® and rushes him to the examination hall.

In the campaign, Akashneel Dasgupta, Chief Creative Officer at Network Advertising said, “’You are not you when you are hungry’ is such an enduring, versatile idea for SNICKERS®. It’s an idea that keeps giving campaign after campaign. We are happy to be a part of this one which makes small hunger relevant in the lives of young people and students.”

Additionally, the SNICKERS® consumer packs especially curated for exam fever are available at the nearest stores and have a promo code that offers 100% assured UPI cashback on INR 20, INR 35, and INR 50 SNICKERS® variants.

The films are available in nine languages including Hindi, Tamil, Kannada, Malayalam, Telegu, Bengali, Oriya, Gujrati, and Marathi on both TV and digital platforms.


Agency: Network Advertising
Creative: Akashneel Dasgupta (Chief Creative Officer), Ishrath (ECD), Rajan (ECD)
Account Management: D B Murli (COO), Shilpa Kamath (Sr. V.P.), Chirag (Group Account Manager)
Production House: Karman Line Films
Producer: Viveck Daas Chaudhary
Director: Reema Das Chaudhary

Partner with adobo Magazine

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