The company has collaborated with leading gaming creators to integrate the chocolate wafer brand into livestreams and digital content centred on uninterrupted gameplay
Nestlé India has brought its chocolate wafer brand Munch into India’s gaming ecosystem through collaborations with leading gaming creators, expanding the brand’s presence across livestreaming and social media platforms.
The initiative, titled ‘Hack the Crunch’, is built around a common gaming challenge, snacking without interrupting gameplay. Through creator-led videos and livestreams, the company aims to demonstrate how Munch can be enjoyed during gaming sessions while encouraging gamers to share their own “Hack the Crunch” moments.
Commenting on the initiative, Gopichander Jagatheesan, Director, Chocolates & Confectionery, Nestlé India, said, “For us, staying relevant with young India has always meant being in-culture, earning a place in conversations as a participant, not an advertiser. This generation isn’t just consuming culture. They’re building it one stream, one reel, one hack at a time. With Munch Hack The Crunch, we entered the gaming world through a truth every gamer knows: when both hands are on the controller, snacking becomes a real challenge.
“But instead of handing them the answer, we asked the community to do what they do best – find a hack. And they delivered. Clever fixes, hilarious jugaads, and content that turned a campaign into a culture moment.”
According to the company, the content features gaming creators showcasing ways to enjoy Munch without disrupting gameplay. The initiative is designed to encourage participation from the gaming community through livestreams, social media posts and creator-driven content.
Nestlé India said the initiative is now live across streaming and social media platforms, with the campaign film also available on YouTube. The company said the content invites gamers to continue playing while sharing their own “Hack the Crunch” experiences.
