The campaign features celebrities like Tara Sutaria, Mithila Palkar, and Ridhi Dogra, directed by Afshan Shaikh of Not Bad Films.
Gopal Snacks Limited has grown into one of India’s leading ethnic and western snacks manufacturers. With over 85 product variants, the company is best known for its signature Gathiya, a Gujarati savoury made from chickpea flour that’s both light and filling.
Recognised as India’s largest gathiya and snack-pellet manufacturer and the fourth-largest packaged ethnic namkeen maker, the brand combines traditional recipes with modern production standards. Its strict quality process and choice of ingredients make every pack of Gathiya a wholesome answer to small hunger – Chhoti Bhookh Ka Bada Solution.
Speaking about the campaign thought, Manish Bhatt, Founder Director, Scarecrow M&C Saatchi: “Hunger, big or small, has always been a fundamental human challenge. While there are countless solutions for big hunger, the world often overlooks the small hunger between two meals that disrupts our emotions, mood, and ability to do even the simplest things in life.”
Tapping into this universal truth, in a world where everything comes to a standstill when hunger strikes, the campaign introduces the insight “Life Mein Khali Pet Kuchh Nahi Hota”.
Adding to this, Raj Bipinbhai Hadvani, Whole-time Director & Chief Executive Officer, Gopal Snacks Ltd shared: “According to our recent consumer feedback, not just the native geographies like Saurashtra or Gujarat, but everyone who has tasted it has developed an affinity towards Gathiya, across many regions in India. That’s why we decided to perceptually elevate Gathiya from a regional favourite to a big snacking solution for every Indian taste-bud through this multi-media campaign running on TV, OTT, Digital, Print, Outdoor and more.”
The core insight of the campaign is brought to life through three distinct films, targeted towards three different audiences like youngsters, office goers and families, set in suitable tonalities like flirt, mischief and a heart-touching emotion.
About the Films
Film 1 – Failed Date
Targeting the youth, this film features Tara Sutaria and Danesh Rizvi as a young couple whose date is on the verge of getting spoiled due to chhoti bhookh, and Gopal Bhavnagari Gathiya comes as a saviour, reinforcing the insight “Khali Pet Pyaar Toh Kya, Pyaar Ka Izhaar Bhi Nahi Hota”
Click here to watch – https://youtu.be/3APRggsiLWA
Film 2 – Nepotism
Similarly, the second film aimed towards working professionals, Mithila Palkar and her colleague Nikie’s gossip on workplace nepotism is missing the spark due to chhoti bhookh and they realise that “Khali Pet Gossip Nahi Hoti,” Gopal Vanela Gathiya restores the workplace camaraderie.
Click here to watch – https://youtu.be/QkGhDg86UI8
Film 3 – Exam Pressure
The third film strategically highlights how academic pressure trickles down from Indian conventional family heads to children. Starring Ridhi Dogra, as a mom who wants to pacify her son’s performance pressure before the exam with motherly advice, but she realises that “Khali Pet Dil Khol Kar Baat Nahi Hoti.” Gopal Papdi Gathiya becomes the catalyst that shifts the conversation from expectation to self-confidence.
Click here to watch – https://youtu.be/i7S_3SODAag
Not just through the performances of Tara, Mithila and Ridhi, but the films also became highly engaging and watchable because of Afshan’s storytelling style and directorial touch, added with the renowned music composer Abhishek Arora’s catchy yet soulful background music.
Source: Scarecrow M&C Saatchi
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