Hershey’s India has launched a new brand campaign, “Life Is Hard, Par Hershey’s Hai Na Yaar,” created by TBWA\Lintas (part of Omnicom Advertising India), built on the idea that happiness isn’t something that simply arrives – it’s made through small, deliberate moments of comfort.
The campaign film follows a protagonist navigating a chaotic day that spirals from bad to worse, with one mishap piling onto the next in an increasingly comic sequence. Just as everything seems to fall apart, Hershey’s steps in to offer a small, sweet moment of relief. The Hinglish tagline anchors the brand’s “Innocent Optimist” personality – warm, funny, comforting, and relatable – while positioning the chocolate as an everyday antidote to life’s minor chaos.
Kamy Devaguptapu, Director of Marketing, India & APAC at Hershey’s India, said everyday pressures can wear down optimism, and the campaign captures how something as simple as a piece of Hershey’s chocolate can lighten those moments – blending humour with genuine comfort.
Sarvesh Raikar, President – Creative at TBWA\Lintas, called this the start of Hershey’s broader brand platform rollout in the region, beginning with a film for its chocolate bars before extending across media through the year. He credited the momentum from the brand’s earlier Valentine’s Day campaign for shaping this next chapter, crediting the Mumbai creative team and director Shirish Dahiya (Jamic Films) for bringing the “action-packed thriller-comedy” tone to life.
The campaign marks Hershey’s continued push to localise a global brand identity through culturally resonant, slice-of-life storytelling in the Indian market.
