The campaign created by JWT went on air on 15 January and targets school children living in urban areas.
The TVC starts with a woman opening the door of her refrigerator. On checking the egg case, she is perplexed to see only one egg remaining. Curious, she comes to her son’s room, and the mystery is unraveled. She sees her son performing a science experiment with the eggs. As she walks in, she sees more examples of his experimentation. The young boy then conducts another experiment, the outcome of which is that electricity is generated. The boy then explains the procedure of the experiment to his surprised mother. The TVC ends with the mother beaming with happiness at the outcome.
On the campaign, Sonia Bhatnagar, executive creative director, JWT, said, “Horlicks was launching a specialised product to improve brain functioning, the first in a series to come. The brief was how do we make mothers see Horlicks Promind as a specialised health drink for their children? How do we create the need for such a specialised product?”
“We then hit upon the idea of making mothers believe in the spirit of invention present in every child. For instance, in the movie 3 Idiots, people have loved the Aamir Khan’s character who is constantly inventing things. So we wanted to explore the idea - if parents see an Aamir Khan in their own child. We fused this with the other insight that most mothers do not know what to do when they spot such exceptional talent in their kids. Like in the film, the mother sees things vanishing from her kitchen but when she realises what her son is up to, she is filled with a lot of pride. Along with the pride comes a lot of pressure. A mother generally feels a lot of pressure to channelise such talent when she spots it in her child. “
The campaign will be extended through activation exercises to reach out to children through schools and their mothers in residential areas.
Client: GlaxoSmithKline Healthcare (Horlicks)
Creative agency: JWT
Executive creative director: Sonia Bhatnagar
Executive business director: Suman Verma
Client services director: Vani Sreeganesh
Account director: Somitra Chaturvedi