GlaxoSmithKline Healthcare has released a TVC for its Kesar Badam flavoured Horlicks. The ad film conceptualised by JWT went on air on 18 January.
The film tells the story of a young prince (Chote Sultan) and his mother in a castle, narrated by a male voice over. As the prince engages in a sword fight and defeats an older soldier, he is introduced as brave and clever. But on seeing his mother bring him a glass of milk, he runs away. She chases him through the castle and forces him to drink the milk. He manages to run away after drinking some of it, crushing his mother’s hopes of seeing him finish his glass. She comes up with a plan and summons people to help realise her wish. A man arrives from afar with kesar (saffron) while another brings with him almonds. As the taste of milk is enhanced with real kesar and badam, the narrator reveals that this is the formula used for the Horlicks Kesar Badam flavour. And with the new flavour, the glass will always be finished by your ‘prince’, surmises the narrator.
Sonia Bhatnagar, ECD, JWT, said, “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,” she added.
Client: GlaxoSmithKline Healthcare (Horlicks)
Creative Agency : JWT, Delhi
Executive Creative Director: Sonia Bhatnagar
Creative : Arijit Sengupta, Sumitra Sengupta
Account Management : Suman Verma, Sharad Phalgun, Yaman Gogia
Films : Vineeta Misra
Production House : Studio Eeksaurus
Director : Suresh Eriyat
Producer : Nilima Eriyat