Campaign India Team
Aug 09, 2013

Horlicks Nutribic nudges workaholics to match passion with nutrition, unveils ‘maximum’ Menon’s story online

JWT India has created the ad film; Media2win handled the online campaign

GlaxoSmithKline Consumer Healthcare’s Horlicks Nutribic has launched an ad film targeting working professionals. It urges them to pay heed to ‘Nutrition @ Work’, which Nutribic promises to provide.

Digital agency Media2win got consumers to guess the storyline through an online contest on Facebook from on 5 to 7 August 2013. It posted clues about the new TVC that helped users progressively guess the storyline. At the end of the contest, the new TVC was unveiled on the social networking site. 


The agency behind the ad film is JWT.

On the new campaign, Jayant Singh, EVP - marketing, GlaxoSmithKline Consumer Healthcare India, said, “Horlicks Nutribic is a range of digestive biscuits targeted at working people who spend long hours and often lack the right snack options at work. This particular consumer group spends a lot of their surfing for information and entertainment online. This campaign, along with the contest, will surely engage our consumers and drive participation in unveiling our new television campaign.”

The film follows the story of working professional Shalini Menon, who strives to deliver ‘maximum’ at work. It is revealed that she achieves maximum in attendance, shine on her shoes, typing speed, mailing and even printing. As the voice over explains her preference for delivering maximum in all tasks at work, it points out that her nutrition intake is minimum. The voiceover continues to explain the benefits of Horlicks Nutribic biscuits which will help her achieve maximum, and thus even helping her move up in her career. The film ends with the pitch: ‘Nutrition@Work’.


Client: GlaxoSmithKline Consumer Healthcare
Brand: Horlicks Nutribic

Creative agency: JWT India
Creative: Sonia Bhatnagar,Anirudh Verma
Account Management: Suman Verma,Vaibhav Sahani
Account Planning: Kishore Subramanian,Megha Manchanda

Production House: Eeksaurus
Director: E Suresh

Digital agency: Media2win
Creative: Neil Ghogale
Account Management: Varsha Sethia, Karan Masson, Ankur Dhaliwal
Art and Technology: Santosh Kadam, Ajay Mishra, Poonam Aher
Social Media: Ritika Taneja


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