Horlicks has announced the launch of Diabetes Plus, a beverage which has been designed for Indian adults.
To announce the launch of this product, a film has been conceptualised by FCB India. It shows a diabetic patient asking a common question 'does it have sugar in it' when he sees food. Horlicks states that this question needs to change to 'is there fibre in this', because diabetic patients require a high-fibre diet to manage it.
Krishnan Sundaram, vice president, nutrition, HUL, said, "Diabetes is equivalent to a pandemic and India is facing an increasing burden of it with 24 crore diabetics and pre diabetics. We know that nutrition and lifestyle can play a key role in its management. We are launching Horlicks Diabetes Plus, a supplement specifically formulated for at risk and diabetic individuals. With our communication, we want to educate consumers about the importance of high fibre for diabetics, and how Diabetes Plus which has dual blend high fibre fulfills 26% of your daily fibre requirement."
Sumitra Sengupta, executive creative director, FCB India, said, "When any one is pre-diabetic or a newly diagnosed diabetic, the immediate reaction is to cut down sugar. Our film opens with a middle-aged man worriedly asking about the sugar content of every food placed before him. But what starts out as being the correct thing to do, suddenly appears inadequate in the light of the Doctor’s announcement that high fiber helps manage Diabetes. This creates a perfect opportunity to introduce Horlicks Diabetes Plus which fulfills 26% of daily fibre needs. We hope it results in a change in nutritional behaviour too - of not just reducing sugar, but adding fibre too.”
Creative agency: FCB India
Creative team : Swati Bhattacharya, Sumitra Sengupta, Kshitij Chandel
Account management: Debarpita Banerjee, Siddharth Kapoor, Priyanka Balasubramanian, Vedika Jain
Planning and strategy: Kizie Basu, Aniruddh Subramanian
Production house: Milestone Films
Producer: Ajay Vasu
Director: Sandeep Yadav
Films team: Ashish Barot