TBWA\Lintas brings Hershey’s new ‘Life Is Hard, Par Hershey’s Hai Na Yaar’ platform to India

TBWA\Lintas, part of Omnicom Advertising India, has created Hershey’s India’s latest campaign, “Life Is Hard, Par Hershey’s Hai Na Yaar,” building on the brand’s purpose to inspire people to choose comfort by choosing Hershey’s. In a world full of uncertainty and pressure, the campaign is rooted in the idea that small moments of comfort can make us happy.

The campaign is based on the idea that happiness isn’t something that arrives on its own but is made in small, deliberate moments. Hershey’s exists to be one of those moments: a simple comfort people can reach for when the world feels like a lot.

The film follows a protagonist through a chaotic day that gets hilariously worse with every passing moment. As one unfortunate event follows another, he tries to get on top of the situation but fails. Just when it feels like everything is lost, Hershey’s steps in with a sweet moment of joy.

The campaign brings this thought to life through the Hinglish expression “Life Is Hard, Par Hershey’s Hai Na Yaar,” keeping the tone true to Hershey’s Innocent Optimist archetype – fun, warm, comforting and insightful.

Kamy Devaguptapu, Director Marketing India & APAC, Hershey’s India, said: “Our lives are full of moments of uncertainty and pressure that chips away at our optimism. These everyday moments are hard, but made a little lighter through simple pleasures, like a bit of signature Hershey’s chocolate! Our new campaign, “Life is hard, par Hershey’s hain na yaar,” beautifully captures this idea — blending humour in a slice-of-life situation; with a moment of comfort that Hershey’s brings to everyday chaos.”

Sarvesh Raikar, President – Creative, TBWA\Lintas, said: “We are excited to help Hershey’s launch its new brand platform in this part of the world. We begin with a film for bars and then roll out the idea across different media, all year round. After the disproportionate success of our Valentine’s Day campaign, we are eager to make a big global idea locally relevant and part of our culture. Team Hershey’s has been a terrific partner in this endeavour, always wanting to push the envelope. At TBWA\Lintas, we are thrilled to partner with this bunch of people and commence this exciting journey for an iconic global brand. Kudos to Vishal Bagade’s team from our Mumbai office and to the magic of Shirish Dahiya (Jamic Films) for delivering this action-packed ‘thriller-comedy.”

The lead video has been created for TV, digital and OOH, with the film also being adapted for screens at airports, bringing Hershey’s message to consumers in a moment that can often come with its own share of uncertainty and waiting.

Credits
Creative: Sarvesh Raikar, Vishal Bagade, Pratik Mhatre, Nishi Kala, Vishal Shelar
Business: Adhideb Ghosh, Geetanjali Saini, Jonita Quadros, Nisha Jaffer
Strategy: Shipra Chinchankar, Amrita Korwar
Films: Renuka Koul, Deep Dubey
Production House: Jamic films
Producer: Mekala Krishnaswamy
Director: Shirish Dahiya
Brand Team: Swarnim Bharadwaj, Kamy Devaguptapu, Mohit Sudan, Barkha Mishra, Gaurav Gupta, Ronnie Thomas, Abhilasha Srivastava