#CrunchKaAttitude: Nestlé Munch, Star India Celebrate Resilience of Young Indians in Lockdown


Nestlé Munch and Star India network together launched a campaign named #CrunchKaAttitude, which celebrates the resilience of young Indians, helping their families to get through the lockdown and pandemic.

The Ad film highlights young children helping their family members by taking up tasks, household duties, and teaching them the use of technology to play games online and unwind.

The film celebrates the confidence and spirit of young Indians and their families during these testing times and aims to spread hope and positivity which was conceptualized and executed by the advertising agency, Wunderman Thompson, Delhi. It will be rolled out across Star India’s network of channels as well as select digital platforms in Hindi, Tamil, Telugu, Kannada, and Malayalam. Munch finds its way to more than 80 million households every year, while the Star India network reaches 700 million viewers a month.

Commenting on the launch, Nikhil Chand, Director, Foods and Confectionery, Nestlé India, said, “In the current environment, the young in the family have their own sets of doubts to overcome – like exams getting postponed, online classes, connections with friends becoming virtual and many such moments of doubts. But, in these moments of anxiety and fear of the unknown, the resourceful and resilient young Indians play their part with enthusiasm and positivity to make a difference to their families, friends, and especially themselves. Nestlé Munch, with a range of delicious, light, affordable treats, has stood for crunching any anxiety with the power of this positive attitude. The video voices a sentiment of resolve of the youth of India to play their part with a positive attitude. Nestlé Munch proudly collaborates with Star India network to celebrate this inventiveness and positivity, this #CrunchKaAttitude of millions of youngsters across India.”

“We are excited to collaborate with Nestlé Munch to roll out the ‘Crunch Ka Attitude’ campaign across our network, to share the message of hope and positivity to millions of our viewers. It’s inspiring to see how the youth is boldly accepting the ‘new normal’ during these unprecedented times. Besides supporting their families with daily chores, they are upskilling themselves to come out of the situation better and stronger,” said Nitin Bawankule, Head, Ad Sales, Star and Disney India.

The Ad is getting a good response all over the network channels. Last week, Wunderman Thompson also launched a creative ad #FlightsOfImagination with AirAsia.


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