No occasion required to crunch on Munch

JWT has come out with its latest commercial for Nestlé Munch, that tries to drive home the fact that Munch can be consumed any day, anytime. The TVC titled 'Khao bina tareekh dekhe' (eat without worrying about what date it is) makes a tongue-in-cheek dig at Cadbury's latest campaign 'Meetha hai khaana, aaj pehli tareekh hai' (it's time to eat something sweet, since its the first day of the month) by spoofing its commercial, going on to say that one need not wait for the first day of the month to eat Munch.

It's a spin-off from that of Cadbury's, which in the past few years has been trying to make its chocolates edge out sweets that form a part of every Indian festive occasion, be it Diwali or Raksha Bandhan. Of late, Cadbury's has used the first day of the month - a time when the head of the family receives his paycheck - as an occasion in itself, enough to warrant a celebration by eating something sweet, like Cadbury's chocolates.

Watch the Cadbury 'Pay Day' commerical here:

Cadbury Dairy Milk from Campaign India on Vimeo.

Munch is taking that communication head-on by saying that one doesn't need an occasion at all to eat chocolates.

Himanshu Manglik, communications manager, Nestlé India did not comment on the Cadbury's campaign. He said, "The advertising for Nestlé Munch supports the marketing plans and the objective of our communication is to reinforce its affordable great taste that can be enjoyed anyday, anytime, anywhere. (Our) advertising has used different treatments over the years to emphasize  this and the brand proposition."

Watch the Munch commercial here:

Munch 'Khao bina tareekh dekhe' from Campaign India on Vimeo.

Created under the supervision of Anuja Chauhan, VP and executive creative director, JWT, the TVC begins with a simpleton staring at a bar of Munch, unable to eat it. Just when his friend happens to enter the room and sees him that way, the bird in the wall-clock pops out to shout, "Aaj doosri taarekh hai (it is the second day of the month)". The friend heaves a painful sigh, and makes his friend realize that because it's Munch, it can be consumed any day of the month. The simpleton then goes on crunch on Munch, and the voice-over says its possible, because Munch is priced at Rs 2 and Rs 5.