With Horlicks Kesar Badaam, 'doodh ka glass always khallas'

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

Click on the image to watch the TVC.

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.”

Sonia Bhatnagar, Executive Creative Director at JWT, added, “The brand has come out with this new flavour 'Kesar Badam' and it has done very well in research. The whole trip was how do we get kids to enjoy a flavour which is very royal and exotic. For us, the 'Kesar Badam' flavour is very royal and 'shahi' (royal) because that's the image of saffron and almonds. The objective of the TVC was to introduce the new flavour with an element of romance as the ingredients are all about romance. For this TVC the insight was that every mother has a prince/princess in her house who runs from drinking milk and the mother is faced with the challenge of getting them to drink milk. Also, this film is a sequel to the last ad we had done for the chocolate flavour under the brand campaign of 'Doodh ka glass khallas' (Milk glass, empty). The film had done very well for the brand. The first film did not need any romancing as we had to inform the kids of the chocolate flavour and kids generally like the flavour.”

The 30-second TVC has been made in Hindi and will also be aired in regional languages.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

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

Info@BestMediaInfo.com

Info@BestMediaInfo.com