Horlicks ups Darsheel Safari’s cool quotient further

Horlicks ups Darsheel Safari’s cool quotient further

Author | exchange4media News Service | Tuesday, May 13,2008 8:35 AM

Horlicks ups Darsheel Safari’s cool quotient further

The impish and hugely talented young actor Darsheel Safari gives Horlicks a fresh connect with the young audience. The new TVC takes a humourous look at Safari’s various antics to look cool and impress a PYT in his class. He finds that ‘cool’ quotient in a pair of sunglasses coming free with every jar of Horlicks.

Created and conceptualized by JWT, the TVC has been on air since April 18 across all entertainment channels.

Sumeet Saluja, General Manager, GlaxoSmithKline Consumer Healthcare, said, “Darsheel is the perfect brand ambassador for Horlicks, since he embodies the spirit of Horlicks – being social, spirited, full of life and vitality. Like every Horlicks kid, Darsheel stands tall, strong and sharp in all aspects of his childhood. Over and above, he is very popular with kids. This combination makes him the best fit for Horlicks. Darsheel’s involvement is our way of connecting better with kids and he will be supporting various campaigns on Horlicks for one year.”

“The objective behind this ad is to encapsulate the colourful and youthful nature of childhood in general. Darsheel being a face to today’s child, has brilliantly depicted the story we want to communicate. His natural acting talent allowed the commercial to become a story in itself rather than just being a loud announcement,” explained Debarpita Banerjee, Vice-President, JWT.

The TVC revolves around Safari, who is a regular school kid. He is infatuated by a charming classmate and is trying real hard to impress her. He tries to look like a cool dude but ends up making a fool of himself. As a solution Horlicks gives him a simple and easy way to look cool – a pair of cool sunglasses free. And this helps Safari to impress the girls and wind their admiration.

Saluja explained that Horlicks had a coolness quotient that blended very well with the new age kids, who were in with the latest trends, cutting edge cool and admired attitude and irreverence. “We at Horlicks took Darsheel on board because he as an individual embodies these characteristics and hence, proves to be an apt fit for the brand,” he added.

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