GlaxoSmithKline Consumer Healthcare entered the breakfast food category in India with its new product Horlicks Oats on 8 November, 2011. The company recently launched its TVC with the concept of change for a healthier tomorrow.
The TVC talks about how Horlicks Oats provide a three way health advantage of managing weight, healthy blood pressure and helping to reduce cholesterol. “Most of the categories are focused on heart-health, but oats is much more than that. This is why we felt we had a unique proposition to offer to customers who want to lead a healthier lifestyle,” says Jayant Singh, marketing director, GlaxoSmithKline Consumer Healthcare, India.
Pinaki Bhattacharya, vice president and executive planning director, JWT adds, “The brief for Horlicks Oats was to position it as product that gives three-way health advantage. The brief also directed us was to talk to the wife in her role as the custodian of her husband’s health and well- being. In the backdrop of modern-day lifestyle that is unhealthy for the husband, the idea was to empower her with control over her husband’s long-term health by adopting Horlicks Oats.”
According to industry estimates the oats category is worth Rs.200 crore, and with the rising number of entrants, is growing at the rate of 25 per cent.
“The current lifestyle trends compel Indians to either skip or have an incomplete breakfast in which nutrition is often neglected. By broadening the Horlicks portfolio to oats, we aim to spread the goodness of healthy living and complete the consumer food table by adding yet another nutritious and wholesome option to the menu. With this launch, we want to occupy greater mind space in the healthy food segment,” he added.
Agency: JWT, Delhi
Client: GlaxoSmithKline Consumer Healthcare
Brand: Horlicks Oats
Account management team:
Executive business director: Vikas Mehta
Vice president: Subho Sengupta
Account director: Puneeta Bhatnagar
Sr. account executive: Sharmishtha Maitra
Senior VP and executive creative director: Swati Bhattacharya
Creative director (Copy): Chirag Bhasin
Senior creative director (Art): Anirudh Verma
Executive planning director: Pinaki Bhattacharya
AVP and strategic planning director: Lubna Khan
Films vice president and SCD: Karan Singh
Films and Broadcast Manager: Sabina Thind
Production House: Electric Dreams
Director: Aniruddh SenProducer: Suparna Chatterjee
Director of photography: Vikash Nowlakha
Music director: Amar Mangrulkar
Production designers: Rachna Rastogi, KK Muralidharan
Computer graphics: Bimal Poddar