This campaign of Nestlé Munch for crunchy wafer chocolate bar on digital platforms followed by television is a huge hit. The brand urges its target audience to claim their stage, to sport and embrace their flaws and their passions and be unapologetic about whom they are. The Longer version of the TV ad was posted on the Nestlé Munch Facebook page, YouTube channel and Twitter on the 10th of January and has received an enthusiastic response from consumers. With over 3 million views on Facebook and YouTube, this ad will definitely start a new trend amongst the youth. The music has been a great hit; Subhajit Mukherjee must be applauded for this enjoyable music and Mika Singh sang this catchy song.
Nestlé’s approach to advertise its crunchy wafer chocolate bar Munch, with young and handsome Actor of Bollywood Sushant Singh Rajput. This campaign is called MUNCHification, here Sushant’s character is young and he looks to impress girl with his English, wait Broken English. Just see the below ad to know what happened in #MUNCHification ad. Action, Reaction, Sensation and Munchification.
Theme of the Ad
The person in this ad by NESTLÉ MUNCH is the confident, happy go lucky College Student played by Bollywood Actor Sushant Singh Rajput. This ad starts from a street scene, he will be talking to the tourists in Broken English, in next scene he will be trying to impress a girl in the college library with the same ‘tootaphoota English;, the film showcases this common angst among a large section of our country’s youth in a light-hearted and comical manner. All of this culminates into a big fail at the ‘Romeo and Juliet’ audition, where the lines that he utter are obviously ones that Shakespeare never wrote ‘O broken khidki se light, tu hai sun aur moon se bright‘.
A dejected hero walks out of the theatre, crunches loudly into a NESTLÉ MUNCH 4X4, the bite which gets everyone’s attention. He now has a Manch stage to showcase his talent; he uses this to fantastic effect by breaking into the very catchy ‘MUNCHification’ song in ‘Broken English’, catapulting himself to stardom in the process.
This commercial inspires us to embrace the beautiful little flaws and imperfections within all of us by parading them out in the open. So simply put, Nestlé MUNCH khao, Apne Manch pe Aao!
NESTLÉ’s #MUNCHification Lyrics
O My Broken English,
Ka Toota Bhaashan,
Turning Into A Trending Fashion,
All I Did is ‘Samasyaa Ka Munchification’,
Oye. Action, Reaction, Sensation, Munchification!
The Campaign for #MUNCHification:
The campaign extends to Twitter and Facebook with the hashtag #MUNCHification. Soon after the launch the conversations around the campaign have exploded on both Facebook and Twitter.
Consumers tweeted about the Brand Message ‘Embrace who you are, you’re a superstar!’ and the catchy jingle of the ad.
https://twitter.com/mimoh0210/status/566230553427730432
Totally love the #MUNCHification ad featuring @itsSSR . Can't get tat tune outta my head!
— Arun (@arunnair86) January 18, 2015
Even Facebook users loved the idea of ‘Broken English’ these catchy lyrics became the trending thing for the young generation, with many humming the lyrics of the jingle across Facebook posts. A new trend, Facebook also saw a lot of consumers updating their status to ‘Eating Nestlé MUNCH’ while posting about the campaign.
The jingle of the ad or the ‘MUNCHification song’ has been sung by Mika Singh and which was downloadable from the YouTube and Facebook video by clicking on the download button. It was also available on digital music platforms like the mobile Gaana app. The #MUNCHification song has seen over one lakh downloads, just two weeks into the campaign.
MUNCHification – Overview
Nestle Munch has been a successful brand in its communication around the crunch and the competition. Nestle Munch replaced cricketer Virat Kohli with Sushant Singh Rajput, for the new ad film; the wafer chocolate brand redefined the word ‘crunch’ with the new campaign. The ‘crunch’ is likely to get more attention, so thereby making ‘#MUNCHification’ song a new trend was Nestle Munch aim.
This ad appeals to youngsters, more over with its in your face celebration of ‘Broken English’. It tends to appeal all the people of the society with its funny and ‘Toota Bhaashan’ of English and Hindi mix with the catchy song sung by Mika Singh. Nestlé’s partner with a youth channel was the major push forth the message to the relevant Tag Line of the ad. The Nestlé’s urge to its target audience to claim their stage, to sport and embrace their flaws and their passions and be unapologetic about whom they are.
#MUNCHification created more avenues on social media to bond with consumers after a huge hit.
Learnings
Nestlé Munch’s campaign #MUNCHIfication with actor Sushant Singh Rajput was to inspires consumers to celebrate their individuality along with their flaws. We all know everybody has certain problems, weaknesses or flaws in our society. Nestle picked the right topic and made clear to understand to all consumers. Here Muchification catchy lyrics stole the mind of every individual. The Broken English song which is sung by Mika is a huge hit. Let’s see how Nestle will interact with consumers in future.
Image Credits: Nestle Munch
