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Size matters for Nutrine Mahalacto

07-December-2011
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Size matters for Nutrine Mahalacto

While other candy brands are downsizing due to cost pressures, Nutrine Mahalacto has increased its size by 20 per cent by adding more milk and caramel into the candy. And to communicate a larger sized candy to its consumers, Nutrine Mahalacto didn’t take the usual offer route.

The candy brand from Godrej Hershey Ltd has come out with a new TVC that brings alive the brand as a Mahalacto boy who loves milk and has milk on the sly. He is a naughty and fun character who is adept at pole vaulting. He once accidentally falls into a bowl of milk and to avoid drowning drinks off the entire bowl of milk through a straw. To his surprise, post gulping the milk he grows super big, as typically shown in some of the milk drink ads.

The Objective
Created by JWT India, the underlying objective of the ad is to deliver the message that the new Nutrine Mahalacto is bigger and tastier with ‘More Milk and More Caramel’.

Commenting on the the launch of Mahalacto, Mahesh Kanchan, VP & Marketing Head of Godrej Hershey Ltd, said, “In today’s time of high inflation, when all players have taken down the size of their candies and chocolates, we have done exactly the opposite by adding more milk and caramel to our Nutrine Mahalacto and have made it 20 per cent bigger and tastier. The creative trigger was ‘bigger is better & 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.”

The creative duo of Priya Pardiwalla, VP & Senior Creative Director, and Steve Mathias, AVP & Senior Creative Director at JWT India, has co-written this film. Pardiwalla 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 a wild, crazy, spunky kid. A character obsessed with milk.”

Mathias added here, “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?”

Credentials:

Godrej Hersheys:
Mahesh Kanchan – VP and Marketing Head
Atul Razdan – DGM – Sugar Confectionery
Ketan Bhatia – Marketing Manager

Agency – JWT India:
Account Management - Samarth Shrivastava – VP & CSD; Sameer Joshi – CSD; Nevil Dedhia – Senior AE
Creative – Priya Pardiwalla – VP & Senior CD; Steven Mathais – AVP & Senior CD
Director – E Suresh
Films – Vishant Tejwani
Production House – EEKSAURUS Productions
 

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