Conceptualised by JWT Delhi, the TVC showcasesÂ the perils of the hustle-bustle of city life
Neha Saraiya | Delhi | December 01, 2011
With the number of health-conscious people rising in India, it has become imperative for FMCG companies to launch products befitting the consumerâs health needs. Keeping this in mind, GlaxoSmithKline Consumer Healthcare (GSK) has recently unveiled its new product, Horlicks Oats. The launch also marks GSKâs foray into the breakfast foods segment in India.
Interestingly, the category of oats that stands at a whopping Rs 200 crore currently, already has brands that mostly talk of oats being beneficial for the heartâs health. Thus the brief given to JWT was to spin the positioning in a way that highlights the extra advantages that come with consuming Horlicks Oats.
The agency played up the product as a âthree-way health advantageâ that helps reduce cholesterol, maintains healthy BP and also helps in weight management at the same time. Targeted at the urban population, the TVC catapults the long-term health of its consumers.
Talking about another key point of the brief, Pinaki Bhattacharya, VP and Executive Planning Director, JWT, said, âThe brief also directed us to talk to the wife in her role as the custodian of her husbandâs health and well-being. In the backdrop of modern-day lifestyle that is unhealthy for the husband, the idea was to empower her with control over her husbandâs long-term health by adopting Horlicks Oats.â
The creative idea brings alive how Horlicks Oats can be instrumental in helping people secure a healthy future for themselves. The 35-second commercial peeps into the reality of todayâs demanding lifestyles that make people feel stressed and uncertain about the impact on their health and that of their loved ones. It opens up on montages of a busy office, tracking down to multiple shots of a man working at his desk, attending calls, conducting meetings, giving presentations and catching a flight at the airport. The film ends on a note where Horlicks Oats is introduced as a change agent by the wife.
Explaining the impetus of the campaign, Jayant Singh, Marketing Director, GSKCH, said, âThe current lifestyle trends compel Indians to either skip or have an incomplete breakfast in which nutrition and in turn health is often neglected. Horlicks, with its new campaign for Horlicks Oats, wants to draw the attention of consumers towards the same and highlight the importance of having a nutritious breakfast.â
Bhattacharya also shared an incident during the two days of shooting of the commercial in Mumbai: âThere was an office sequence which we had to shoot in an under construction building. There was a railway station right below and every time a train would pass by, not only did the building shake, the deafening noise forced us to reshoot multiple times. The first time the building shook, we panicked thinking it was an earthquake.â
There is a complete surround activity on radio, print, digital, point of sale and medical marketing planned for the launch. Â Besides, the FMCG major has set internal targets for the South markets post which they plan to break the product and the campaign at the national level.Â The launch is limited to all four states in the southern market and is part of Horlicksâ brand strategy to add relevant categories to its growing product portfolio.
Agency: JWT, Delhi
Account Management Team:
Executive Business Director: Vikas Mehta
Vice-President: Subho Sengupta
Account Director: Puneeta Bhatnagar
Sr. Account Executive: Sharmishtha Maitra
Senior VP & ECD: Swati Bhattacharya
Creative Director (Copy): Chirag Bhasin
Senior Creative Director (Art): Anirudh Verma
Executive Planning Director: Pinaki Bhattacharya
AVP & Strategic Planning Director: Lubna Khan