For the launch of Horlicks Kesar Badaam, JWT has conceptualised a TVC whose storyline plays on the eternal quest of moms trying to make their kids have milk
BestMediaInfo Bureau | Delhi | January 30, 2014
The glass that mummy loves is not necessarily the one the kids love. Horlicks, which increases ‘doodh ki shakti’, also makes it tastier and yummier for children to empty their glass of milk. For the launch of the all-new Horlicks Kesar Badaam, JWT has conceptualised a TVC whose storyline empathises with both kids and moms.
The protagonist, Chhote Sultan, is a braveheart who stands his ground with the toughest warriors. But enter mom with milk, he takes to his heels. Sadly, even when she catches up with him, the glass of milk remains unfinished.
Heeding the queen mother’s cry for help to make her son finish his milk, solutions pour in from the farthest corners of the country. From one exotic land comes kesar and another exotic country offers up its treasure of badaam. This delicious mix of royal ingredients is what has inspired the creation of Horlicks Kesar Badam. Kesar is the exotic spice that makes the milk enticing, and badaam makes it tempting. Now milk is not only fortified with Horlicks but the kesar and badaam also make it yummy.
The TVC ends with Chhote Sultan slurping milk from the glass, looking content and happy. And as Chote Sultan turns into today’s kid, the storyteller quips: “Toh Bhaiya, kal ho ya aaj, ab doodh ka glass, always khallas!” (Be it yesterday or today, now your glass of milk will always be finished off.)
For a mother, the glass of milk is the most nutritious ‘meal’ for her kid. It is a source of calcium that is important for growing bones and teeth and also has good protein. However, for kids, drinking milk is a never-ending regime that has to be followed. This tussle between the mother and child helped open up a whole new channel of communication with both mom and kid. Result: some memorable advertising for new flavour launches.
Swati Bhattacharya, National Creative Director, JWT India, said, “By launching ‘The Chocolatiest Horlicks ever’ two years back and ‘Horlicks Kesar Badaam’ today, Horlicks bridged the gap between mom and kid when it comes to a glass of milk. Beginning with ‘Jo history main kabhi nahi hua’ to the latest “kal ho ya aaj, doodh ka glass always khallas”, the flavour campaigns empathise with both kids and moms. We want kids to feel we have made the milk delicious and mothers to feel they have an ally in Horlicks to help kids finish their glass of milk.”
The 30-second TVC has been made in Hindi and will also be aired in regional languages.
Creative Agency: JWT Delhi
National Creative Director: Swati Bhattacharya
Creative Team: Sonia Bhatnagar, Arijit Sengupta, Sumitra Sengupta
Account Servicing: Suman Verma, Sharad Phalgun, Akriti Anand, Yaman Gogia
Planning Team: Kishore Subramaniam, Megha Manchanda
Director (film): E Suresh
Production House: Eeksaurus
Media Planning: Mindshare