Hershey’s India has launched its latest campaign, “Life Is Hard, Par Hershey’s Hai Na Yaar,” conceptualised by TBWA\Lintas, part of Omnicom Advertising India. The campaign explores how simple moments of comfort can bring happiness during uncertain and stressful times.
Built around the thought that happiness is often created through small, intentional moments, the campaign positions Hershey’s as an easy source of comfort when everyday pressures begin to feel overwhelming.
The campaign film follows a protagonist through an increasingly chaotic day, with one mishap after another adding to his difficulties. Despite his attempts to manage the situation, things continue to go wrong. When the day reaches its lowest point, Hershey’s offers him a simple and sweet moment of relief.
The idea is brought to life through the Hinglish expression “Life Is Hard, Par Hershey’s Hai Na Yaar,” reflecting Hershey’s Innocent Optimist archetype through a tone that is playful, 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 chip 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’.”
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