- India’s favourite comfort snack steps into the national spotlight with its first-ever large-scale gathiya campaign
- ‘Chhoti Bhookh Ka Bada Solution’ positions gathiya as an every-lifestyle snack across generations and moments
- Launched at Filmfare, amplified nationwide, the campaign signals Gopal Snacks’ bold brand acceleration
NE FEATURES BUREAU
RAJKOT, JAN 27
Gopal Snacks, one of India’s leading players in the organised traditional snacks segment, has unveiled a new national campaign for its flagship product, Gathiya, under the compelling tagline “Chhoti Bhookh Ka Bada Solution.” Marking the first-ever large-scale, nationwide promotion of gathiya, the campaign aims to elevate the snack from a regional staple to a pan-India craving, firmly anchoring it in everyday Indian life.
As the world’s largest manufacturer of gathiya, Gopal Snacks is using the campaign to redefine how consumers perceive the product — not merely as an “anytime” snack, but as an “every-lifestyle” companion, seamlessly fitting into daily routines across age groups, professions, and geographies.
The campaign features three engaging brand films, each portraying highly relatable moments from the lives of youth, working professionals, and homemakers. While the narratives differ in tone and context, they are bound together by a single lyrical melody, reimagined with different musical arrangements and tempos to match each situation. This creative approach underscores Gopal Snacks’ commitment to simple, inclusive, and emotionally resonant storytelling.
Speaking on the launch, Raj Hadvani, CEO, Gopal Snacks, said, “This campaign is a landmark moment for us. We began as a gathiya manufacturer, and it has been an integral part of our success story. We felt it was time to give gathiya the spotlight it truly deserves. We wanted to create something that feels relatable, universal, and deeply rooted in everyday moments of joy and connection. The ‘Chhoti Bhookh Ka Bada Solution’ campaign perfectly shows gathiya is a simple product that genuinely connects across all generations and fits into every lifestyle.”
The campaign made a high-decibel debut at the 70th Filmfare Awards, where Gopal Snacks served as the official Snacks Partner, leveraging one of India’s most-watched entertainment platforms to announce gathiya’s national moment.
Backing the creative push is an extensive, high-frequency media rollout spanning national and regional television, print, outdoor, radio, cinema, and digital platforms. The films have been optimised for both long-form linear viewing and short-format digital consumption, ensuring strong recall across multiple consumer touchpoints.
Early feedback from both consumers and trade partners has been overwhelmingly positive, with particular appreciation for the campaign’s emotional connect, relatability, and cultural familiarity. The effort decisively repositions gathiya from a beloved regional snack to a mainstream national favourite.
With this campaign, Gopal Snacks sets a new benchmark for its brand-building ambitions. While gathiya remains its flagship, the company continues to strengthen its leadership with a diversified portfolio of over 85 products and 320 SKUs, reinforcing its vision to take India’s traditional snacks to a larger, more connected audience.
