Brief Explanation

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.