~ Hershey’s India and TBWA\Lintas turn everyday setbacks into a Hinglish comfort cue — Life Is Hard, Par Hershey’s Hai Na Yaar ~
Mumbai, September 2026: Hershey’s India has launched “Life Is Hard, Par Hershey’s Hai Na Yaar,” created by TBWA\Lintas (Omnicom Advertising India). The work leans on the brand’s purpose of inspiring comfort through small happiness moments, and frames Hershey’s through its Innocent Optimist archetype in a Hinglish line built for everyday chaos.
The film follows a protagonist through a chaotic day of setbacks — one misfortune stacking on another — until Hershey’s steps in with a beat of sweetness and relief. The thought is simple: when life piles on, a signature chocolate can make the moment a little lighter.
Kamy Devaguptapu, Director Marketing India & APAC, Hershey’s India, said lives are full of uncertainty and pressure that chips away at optimism, and that everyday moments are hard but made a little lighter through simple pleasures like Hershey’s chocolate. The campaign, she added, blends humour in a slice-of-life situation with the comfort Hershey’s brings to everyday chaos.
Sarvesh Raikar, President – Creative, TBWA\Lintas, called it the launch of Hershey’s new brand platform in this market — starting with a film for bars, then rolling the idea out across media year-round. After the Valentine’s Day campaign’s success, he said the brief was to make a big global idea locally relevant. He credited Vishal Bagade’s Mumbai team and Shirish Dahiya (Jamic Films) for the action-packed “thriller-comedy.”
The lead film is built for TV, digital and OOH, and has also been adapted for airport screens — catching travellers in moments of waiting and uncertainty. The launch marks the rollout of Hershey’s new brand platform in market, with the idea set to extend across media through the year.
Marketing take: Comfort platforms stick when they name the bad day first. Hershey’s and TBWA\Lintas put setbacks on screen, then sold the chocolate as the Hinglish reset — and parked the same cue on airport waits where uncertainty already lives.
