Gopal Snacks Limited, one of India’s leading makers of ethnic and western snacks, has launched a new national campaign created by Scarecrow M&C Saatchi. The company is widely known for its signature product, Bhavnagari Gathiya, a famous Gujarati savoury snack. The campaign features popular actors Tara Sutaria, Mithila Palkar, and Ridhi Dogra, and is directed by Afshan Shaikh of Not Bad Films.
The core thought behind the campaign comes from a simple human truth: hunger, even in small amounts, disrupts everything. Manish Bhatt, Founder Director of Scarecrow M&C Saatchi, explains that while the world talks a lot about big hunger, we often ignore the “small hunger” that hits us between meals. This sudden emptiness affects our mood, focus, emotions, and even our ability to do small everyday things. Based on this insight, the campaign introduces the idea “Life Mein Khali Pet Kuchh Nahi Hota”, meaning nothing really works when your stomach is empty.
Raj Bipinbhai Hadvani, Director & CEO of Gopal Snacks Ltd, adds that Gathiya is no longer just a regional favourite. Their recent consumer insights show that people across India, not only in Saurashtra and Gujarat, have developed a strong liking for it. This encouraged the brand to reposition Gathiya as a big snacking choice for every Indian, and to promote it across TV, OTT, digital, print and outdoor platforms.
To bring this thought alive, three films were created for three different audience groups. Youngsters, office-goers and families. Each film uses a different mood, including flirtation, mischief, and emotional warmth.
The first film, aimed at the youth, stars Tara Sutaria and Danesh Rizvi. Their date is about to go wrong because of “chhoti bhookh”. Gopal Bhavnagari Gathiya comes to the rescue, proving that “Khali Pet Pyaar Toh Kya, Pyaar Ka Izhaar Bhi Nahi Hota.”
The second film, targeted at working professionals, stars Mithila Palkar. She and her colleague Nikie are gossiping about office nepotism, but their conversation lacks spark. When Gopal Vanela Gathiya arrives, they rediscover their fun, reminding viewers that “Khali Pet Gossip Nahi Hoti.”
The third film focuses on family emotions. Ridhi Dogra plays a mother trying to comfort her son before exams. She realises that meaningful conversations need a calm mind and a filled stomach. Gopal Papdi Gathiya helps create this shift, showing that “Khali Pet Dil Khol Kar Baat Nahi Hoti.”
The films work beautifully not just because of the actors, but also because of Afshan Shaikh’s warm storytelling and Abhishek Arora’s memorable music.