IPL Ads- Part 8: Does Priya Prakash Varrier’s wink and attitude add some crunch to Munch?

Today, we take a look at the Nestlé’ Munch ad featuring internet sensation Priya Prakash Varrier

e4m by Misbaah Mansuri
Updated: Apr 25, 2018 8:57 AM

To acknowledge some of the most interesting ad creatives rolled out for IPL, the following is the eighth part of a five-day IPL ad series in which we take a look at an impactful ad campaign and why we are ‘clean-bowled’ by it. Today, we take a look at the Nestlé’ Munch ad featuring internet sensation Priya Prakash Varrier.

In 2016, it was the MUNCH Macha campaign with Shruti Haasan as the brand ambassador, along with the famous musical trio of Shankar, Ehsaan and Loy, followed by the mega thematic campaign with Baahubali 2 in 2017. This year, the brand is carrying out another category first by joining hands with three of the most popular T20 franchises - Mumbai Indians, Kolkata Knight Riders and Royal Challengers Bangalore as the “Official Crunch Partner” for the cricketing season.

The confectionery brand has leveraged the association to kick-off the special campaign. Nestle has also designed the “attitude bands” in-house as a fashion accessory that can be sported by anyone who buys the wafer chocolate. The colourful bands are complimentary with every Nestle Munch MyT20 pack worth Rs. 10.

The Creative

Christened as ‘Munch MyT20’, the commercial features Priya Prakash Varrier as the protagonist who is seen decked in classic cheerleader garb and the special IPL merchandise, the MyT20 attitude bands, which give the Oru Adaar Love star some “free ka attitude.”

The setting is that of a cricket match. A young player follows the ball as it crosses the boundary. Seated across the rope is Priya biting into a Nestle Munch. The player asks her to pass the ball to which she exclaims, “Main phenki hui cheezein nahin uthhati.” When the boy reacts, “Badaa attitude hai,” pat comes the reply, “free ka hai,” along with the now-famous wink.

Our Take

So does the trademark flutter work in the brand’s favour? It’s evident that Munch is leveraging Varrier’s digital glory and for good reasons. So the buzz is definitely not an issue. The ad received over 7,629,826 views on YouTube (until the time of writing this article) which is a far more than many other ads in the category.

The highlight is that Nestle Munch here has been successful in discovering a sustained linkage and synergy between the brand, Varrier and their core equity. They are riding the wave right in time when the star's popularity is soaring and utilizing her in the space she is great at. The 25-second spot is peppy and could inject some excitement and brand value to the category.

Hits and Misses?

While the ad doesn’t push extraordinary creative boundaries, content strategy-wise, it’s on point. The campaign targets a generation who is online and who feel confident and strive to carve their own space. Leveraging Varrier’s wink and attitude helps the brand stay contextual, create a talking point for their attitude band while integrating cricket in it and successfully perpetuating the brand’s personality. 

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