Nestlé India’s MUNCH has launched a new gaming-focused campaign, ‘Hack the Crunch’, tapping into India’s fast-growing creator ecosystem to connect with young audiences. The campaign is built around a relatable gaming challenge-how snacking often interrupts gameplay when both hands are occupied on the controller.
Instead of offering a ready-made solution, MUNCH invites gamers to come up with their own creative “hacks” to enjoy the snack without pausing the action. The initiative is being brought to life through gaming creators, who are showcasing inventive and entertaining snacking solutions via videos, livestreams and social media content.
By placing creators at the heart of the campaign, MUNCH aims to become part of gaming culture rather than simply advertising to it. The campaign encourages community participation, with gamers contributing their own ideas and hacks under the #HackTheCrunch theme.
Commenting on the campaign, Gopichander Jagatheesan, Director – Chocolates & Confectionery, Nestlé India, said, “Staying relevant with young India means becoming part of culture, not interrupting it. Today’s generation is shaping culture through streams, reels and communities. With MUNCH ‘Hack the Crunch’, we started with a simple gaming truth-snacking can get in the way when both hands are busy. Instead of solving the problem ourselves, we challenged the gaming community to find their own hacks, and the response has been incredibly creative, funny and engaging.”
The campaign is rolling out across gaming platforms and social media, reinforcing MUNCH’s focus on creator-led storytelling and interactive brand engagement while strengthening its connection with India’s gaming community.
