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Horlicks Oats promises to live to a ‘three way health advantage’

Conceptualised by JWT Delhi, the TVC showcases 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 consumer’s health needs. Keeping this in mind, GlaxoSmithKline Consumer Healthcare (GSK) has recently unveiled its new product, Horlicks Oats. The launch also marks GSK’s 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 heart’s 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 “three-way health advantage” 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.

[youtube]http://www.youtube.com/watch?v=LW-iEivRaDE[/youtube]

Talking about another key point of the brief, Pinaki Bhattacharya, VP and Executive Planning Director, JWT, said, “The brief also directed us to talk to the wife in her role as the custodian of her husband’s 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 husband’s long-term health by adopting Horlicks Oats.”

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 today’s 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, “The 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.”

Bhattacharya also shared an incident during the two days of shooting of the commercial in Mumbai: “There 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.”

There is a complete surround activity on radio, print, digital, point of sale and medical marketing planned for the launch.  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.  The launch is limited to all four states in the southern market and is part of Horlicks’ brand strategy to add relevant categories to its growing product portfolio.

Credits:

Agency: JWT, Delhi

Account Management Team:

Executive Business Director: Vikas Mehta

Vice-President: Subho Sengupta

Account Director: Puneeta Bhatnagar

Sr. Account Executive: Sharmishtha Maitra

Creative Team:

Senior VP & ECD: Swati Bhattacharya

Creative Director (Copy): Chirag Bhasin

Senior Creative Director (Art): Anirudh Verma

Planning Team:

Executive Planning Director: Pinaki Bhattacharya

AVP & Strategic Planning Director: Lubna Khan

Neha@BestMediaInfo.com

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