The campaign capturing local essence and encouraging young consumers to ‘Crunch with Confidence’ MUNCH recently rolled out its latest advertisement campaign encouraging their young consumers to overcome self-doubt and lead the way to victory. The new campaign featuring actor Samantha Ruth Prabhu, is shot in the beautiful backwaters of Kerala, the TVC opens with traditional boat race announcement with the commentator announcing the captains’ names of each boat who each sing their ‘thaalam’. As Samantha’s team is announced, being a first-time captain, she becomes a little hesitant and doubts herself. But, as soon as she bites into MUNCH, she drops all her doubts and decides to crunch it with confidence. What follows is a beautiful visual spectacle of the boat race combined with amazing music. The TVC is being launched across all Southern markets as well as select digital platforms in Tamil, Telugu, Malayalam and Kannada. Talking about this campaign and her association with the brand, actor Samantha Ruth Prabhu said, “I am delighted to be a part of this campaign with MUNCH and resonate very well with the core idea of the campaign. I truly believe it’s our confidence that helps us get through the many hurdles we face every day. I hope through this campaign we are able to inspire the youngsters to overcome any self-doubt with confidence and self-belief.” Commenting on the launch of the campaign, Rupali Rattan, Head - Confectionery Business, Nestlé India said, “MUNCH has always encouraged our consumers to overcome any doubts and inspired them to put forth their best self. This film uses the setting of the beautiful local boat races to bring this truth to life in a grand yet enjoyable, relatable way” The youngsters of today have so many aspirations, talent and ambition. But many a times when faced with a high-pressure situation self-doubt can creep in. MUNCH encourages one to overcome these self-doubts and perform to their potential. The new film showcases this in the context of a celebrated sport of boat racing. It highlights that once you overcome self-doubt and perform to your true talent, victory awaits you on the other side.