Raahil Chopra
Dec 06, 2011

New TVC out to show the larger Nutrine Mahalacto

WATCH the TVC created by JWT India here

wide player in 16:9 format. Used on article page for Campaign.

Candy brand Nutrine Mahalacto has increased its size by 20%, for which JWT India has created a new TVC.

In the TVC, the candy has been animated as a character. The character pole vaults its way into a bowl of milk, and to avoid drowning in that bowl, it finishes the milk with the help of a straw. The TVC ends with the character growing in size, thanks to the bowl of milk it had gulped down earlier, to show the increase in size of the candy.

Commenting on the new Mahalacto candy, Mahesh Kanchan, vice president and marketing head, Godrej Hershey, said, “In today’s day of high inflation, when all players have taken down the size of their candies and chocolates, we have done exactly the opposite of adding more milk and caramel to our Nutrine Mahalacto and have made it 20% bigger and more tastier. The creative trigger was ‘bigger is better and tastier’ when it comes to a candy. Consumers love Mahalacto for its rich milky taste and we had to accentuate the fact that we have added more of what they love. The simple big idea was to bring Mahalacto alive as a character and make this little character perform and speak to the consumers”

Commenting on the TVC, Priya Pardiwalla, vice president and senior creative director, JWT India said, “For us this was a great opportunity to create a strong property for Mahalacto which goes beyond just the film. We literally decided to bring the candy to life. We thought of the candy as wild, crazy, spunky kid. A character obsessed with milk!”

Steve Mathias, associate vice president and senior creative director, JWT India added, “We were told that there’s more milk and caramel in the bigger sized candy. Instantly there was a connection. What happens when you drink more milk? You grow bigger. Isn’t this what kids have been hearing from their mothers forever now.”

Client: Godrej Hersheys
Vice president and marketing head: Mahesh Kanchan
Deputy general manager  sugar confectionery: Atul Razdan
Marketing manager: Ketan Bhatia
Agency: JWT India
Account management:
Vice president and client servicing director: Samarth Shrivastava
Client servicing director: Sameer Joshi
Senior AE: Nevil Dedhia
Vice president and senior creative director:  Priya Pardiwalla
Associate vice president and senior creative director: Steven Mathais
Director: E Suresh
Films: Vishant Tejwani
Production house: EEKSAURUS Productions

Campaign India

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