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Horlicks Nutribic TVC shows how to get Maximum@Work

The TVC, conceptualised by JWT, follows a unique consumer engagement campaign on Facebook

Sohini Sen | Mumbai | August 20, 2013
Click on the image to watch the TVC.

Horlicks, a popular brand from GlaxoSmithKline Consumer Healthcare, has taken an innovative route for consumer engagement. As part of the campaign for Horlicks Nutribic, the company organised a contest on social networking site, Facebook, asking consumers to guess the storyline of the TVC.

Commenting on the concept, Jayant Singh, EVP, Marketing, GlaxoSmithKline Consumer Healthcare India, said, “Horlicks Nutribic is a range of digestive biscuits targeted at working people who spend long hours and often lack the right snack options at work. The consumer group of working people that we are talking to, through our Facebook page, spends a lot of their time online surfing for information and entertainment. Thus the brief to the agency was to design a campaign to engage and connect with its consumers while extending the brand experience to them. This campaign, along with the contest, will definitely engage our consumers and drive participation in unveiling our new television campaign.” The contest was live from August 5-8, 2013 after which the TVC was revealed. During that time, several clues were posted on the Facebook page to help the consumers guess the storyline. "The idea came from very fact that online marketing is dynamic and real-time. We wanted to use our FB page as a medium not just for promoting but also interacting with the fans to understand the response to our new campaign communication. We wanted our fans to feel like they have been a part of the journey of our campaign creation. We even launched our TV ad on our FB page first," said Namrata Balwani, COO, Media2win, the digital agency for Horlicks Nutribic. Post the TVC launch, the second phase of the contest invites consumers to interact with the TVC in an exciting way, for a chance to grab multiple prizes. The first phase saw eight winners getting Flipkart vouchers and one person winning a Samsung Galaxy S Duos. The TVC, conceptualised by JWT, opens with a professional called Shalini who gives her maximum to her work. She has the maximum polished shoes, the maximum hours of work, or maximum types of copies. All except her nutrition. The voiceover then asks her the question: “When everything else is 'maximum, why should her nutrition be far behind?” Thus, Horlicks Nutribic is introduced as the nutritious snack which can be had even at work. Swati Bhattacharya, National Creative Director, JWT India, explained, “Horlicks Nutribic is the ‘new working-snack’ from the house of GSK. The launch commercial had an iconic graphic look which made us stand out in the category. So, the challenge really was to retain the visual edge and yet create great relevance within the work-space. The new commercial does exactly that. It packs in maximum good stuff for the viewer, just like the biscuit!”

The TVC:

[youtube]http://www.youtube.com/watch?v=wMXoJlSUfKc[/youtube]

Credits:

Creative Agency: JWT India National Creative Director: Swati Bhattacharya

Creative Team: Sonia Bhatnagar, Anirudh Verma Account Management: Suman Verma, Vaibhav Sahani Account Planning: Kishore Subramanian, Megha Manchanda Production House: Eeksaurus Director: E Suresh

Sohini.Sen@BestMediaInfo.com
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