To bring alive the tightly defined global idea of 'You're not you when you're hungry' - 'Hunger acchhe achhon ko badal deta hai' - in a local context.

The TVC is based on a simple universal insight that when you get hungry you can get a bit irritable, a bit feeble, a bit irrational, a bit spacy, off your game and you are just not yourself. It film also show Sonam Kapoor as the face of the new campaign.