Snickers’ challenge for agencies in the last few years has been to keep a brilliant, but very much used tagline, alive and vibrant.

DDB Tribal India has infused its humorous edition with the appeal of Bollywood director and high-octane action maestro, Rohit Shetty and the high-action drama of his legendary OTT car stunts – this time as a hungry driving instructor.

“We are thrilled to have Rohit Shetty endorse and lend his signature swagger to the Snickers brand. Rohit’s authentic and adventurous personality are perfect fit with Snickers,” stated Nikhil Rao, chief marketing officer, Mars Wrigley India. “Snickers reignites its timeless and world-famous creative proposition ‘You’re not you when you’re hungry.’ Our new campaign film with Rohit showcases high-octane drama and humor, especially connecting with our Gen Z audience across media touch points. We believe this collaboration will stand out and strengthen Snickers’s position as the ultimate hunger bar. We are confident that Rohit’s association with Snickers is the beginning of great impactful work on the brand in India.”

Iraj Fraz, creative head, DDB Tribal, added, “Snickers’ You’re Not You When You’re Hungry is one of the most enduring campaigns in the world, with its endless adaptability, local flavours, and rofling use of humour. And Snickers India in partnership with DDB Mudra is simply continuing the tradition with a fresh interpretation. We have Rohit Shetty starring in his most hilarious, and perhaps his easiest-ever role – since he plays himself. Through the last few months, the clients, the agency, and the production team have all had a riot of a time building this campaign and we’re sure the audience is going to enjoy it equally.”

Credits
Agency: DDB Tribal India
Account Management: Ashutosh Sawhney, Vineet Kindra, Mayurakshi Chatterjee, Chirag Chutani, Srishti Gupta
Creative: Rahul Mathew, Iraj Fraz, Dhruv Tiwari, Debasish Mondal, Purva Ummat, Mridul Sharma, Ashwini Mishra, Vedant Vaishampayan
Strategy: Surbhi Arora, Ishant Gulati, Akshita Arora
Production Company: Ducktape Studios
Director: Raylin Valles