Snickers is a newbie in the very competitive Indian chocolate market, dominated by Cadbury’s. With deeper pockets and heritage on its side, Cadbury and Nestle were investing aggressively on new products and media properties. While SNICKERS® message of “You’re not you when you’re hungry” is well established, a very important market, Delhi, had low awareness scores. The challenge was to innovatively reach and engage with our audiences in Delhi, without burning a big hole in our pockets – a tough task considering most Delhites use the Cadbury brand name generically for a chocolate bar!

Delhites are proud of their city. Recently, this pride was getting tarnished due to increased air pollution and vehicular traffic. The new government enforced the “Odd Even Scheme” for vehicles in the city, wherein odd numbered cars could ply on odd dates and even cars on even dates. This was a hotly-debated topic among Delhites.

When DelhiGovernment came up with initiative of ODD EVEN traffic rule to curb pollution in Delhi, few were still flouting the rules by driving wrong number plate cars. We wanted to grab this opportunity to establish a brand connect with those who were flouting the rules by distributing SNICKERS communicating brand campaign insight ‘You’re not you when you’re hungry’ and you behave out of character and even make mistake unknowingly.

We started with teaser hoardings: “Driving an Odd number car on Even Day? You must be Hungry. Grab a Snickers” and sent close to 50 promoters to busy traffic junctions wearing Snickers branded T-shirts. They interacted with drivers who in the wrong, saying they must have left home hungry…which is why they made the mistake: “Sometimes, the day doesn’t go your way, or you lose the way. So you’re not you. Please have SNICKERS®”. 1500+ chocolates were distributed among Delhites.

We started with teaser hoardings: “Driving an Odd number car on Even Day? You must be Hungry. Grab a Snickers”.

We sent close to 50 promoters to busy traffic junctions wearing Snickers T-shirts. They interacted with drivers who in the wrong, saying they must have left home hungry…which is why they made the mistake: “Sometimes, the day doesn’t go your way, or you lose the way. So you’re not you. Please have SNICKERS®”

1500+ chocolates were distributed among Delhites

Popular RJ’s introduced the activity to Delhites, and prompted them to follow rules to keep Delhi pollution free.

A famous Bollywood actress, Sonam Kapoor picked up the activity and tweeted asking people to #GrabaSNICKERS® & #DontDriveHungry

Geo-targeted facebook and twitter posts targeted Delhites on social media