JWT creates character "Scientist Bhaskar" in new Foodles campaign

A new TVC for Horlicks' Foodles brand of instant noodles makes a creative play on how the noodles are made. 

Watch the TVC (story continues below)

In the TVC, Bhaskar, a little boy who loves his instant "tedhe-medhe" (twisted) noodles, is always stopped from eating them by his parents and teachers. When he grows up, and becomes "Scientist Bhaskar", he creates Foodles out of wheat, rice, ragi, corn and vitamins. As he takes his first bite, even the apparitions of his parents and teachers encourage him to eat the noodles this time around. 

Prashant Pandey, general manager, Horlicks Mega Brand, GlaxoSmithKline Consumer Healthcare, said of the communication task, "It was to reinforce the unique balance of taste and science in Foodles, something which strongly differentiates Foodles in the instant noodles category."

Shubho Sengupta, vice president and client services director, JWT, said of the creative execution, "The starting point was to find a way to communicate the unique product story of Foodles, in an engaging, clutter breaking way. This led to the creative of the instant noodles world from a kid’s point of view. Thus came the story of a little boy called Bhaskar and how he grew up to become Scientist Bhaskar and invented Foodles." 

Credits:

Creative agency: JWT Delhi

Executive business director: Vikas Mehta

Creative: Swati Bhattacharya, Chirag Bhasin, Anirudh Verma and Luke Dewars

Planning: Pinaki Bhattacharya, Upasana Dua and Anshuman Ray

Account management: Shubho Sengupta, Pawan Soni and Bhakti Malik

Production House: RDP

Director: Shujaat Saudagar

Media partners: Mindshare, OOH media and Envigo (Digital media)