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Mindshare creates first of its kind YouTube content for Chocolate Horlicks

The brand proposition gets highlighted in the 5-second ‘skip’ button on YouTube; the video has garnered more than 1 million views in just six days

BestMediaInfo Bureau | Mumbai | July 3, 2014

Chocolate-Horlicks Click on the image to watch the Video.

Mindshare has executed a unique YouTube campaign for GSK’s chocolate flavour Horlicks. Instead of going the conventional way of replicating the TVC on the web, the agency tried to do something different. It designed a 5-second ‘skip’ button on YouTube to highlight the brand proposition and added the tag ‘Instant Chocolate Horlicks - Mixes in milk even before you skip the ad’. Therefore, before you think of even skipping the ad on YouTube, you have actually absorbed what the brand wants to convey.

The campaign has hit more than one million views on YouTube in just six days.

Horlicks claims to be the first brand in the country to have created this innovation with Mindshare’s partnership. This YouTube campaign was part of GSK’s audio-visual strategy wherein YouTube was seen as a channel to build incremental reach. In parallel, the 360 degree surround campaign especially highlighted how Chocolate Horlicks mixes instantly in milk and makes consumption of milk creative and exciting. It was decided to combine the two to deliver the brand message in a creative and unique format.

Ravi Rao Ravi Rao

Ravi Rao, Leader - South Asia, Mindshare, said, “We have been working with GSK Consumer Healthcare for a while now and understand their need for innovative and unique strategies and campaigns especially in the digital space. Instead of replicating the TVC online, we wanted to leverage the potential of the medium by making it inextricably linked with the message.”

Jayant Singh, EVP - Marketing, GSK Consumer Healthcare, said, “Horlicks is a brand that perfectly balances a rich heritage with constant innovation to ensure that we make our consumers do more, feel better and live longer. We are very happy to be the first brand in the country to create this innovation in partnership with Mindshare.”

The Video:



Media Agency: Mindshare

NCD, Branded Entertainment (GroupM): Maulshree Joshi

Head of Digital Content (GroupM): Kumar Sinha

Principal Partner, Branded Entertainment (Mindshare): Anita Karnik

Principal Partner, Client Leadership-GSK, Mindshare: Shan Jain

Creative Director, Digital Content (Group M): Sonila

Director, Branded Entertainment (Group M): Kirti Khanna

Director, Digital (Mindshare): Nisha

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