He won over the entire nation with his sensitive portrayal of a dyslexic child in Aamir Khan’s ‘Taare Zameen Par’, now Darsheel Safary is out to woo kids to make Horlicks part of their daily lives as brand ambassador. Safary will be seen in his first TV commercial soon for Horlicks and would be an integral part of the future campaigns of the brand for a period of one year.
Sumeet Saluja, GM, GlaxoSmithKline Consumer Healthcare, said, “Darsheel is the perfect brand ambassador for Horlicks, since he embodies the spirit of Horlicks – viz. 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.”
He added, “We had 15 per cent growth last year. And after roping in Darsheel, we expect the synergy to help in achieving double digit growth.”
The TVC, which has been conceptualised by JWT, broke on all major channels on April 18. The story revolves around Safary, who is a regular school kid and is infatuated with a charming classmate. But in his attempt to look cool to impress the girl, he ends up making a fool of himself. As a solution, Horlicks gives him a simple and easy way to look cool. The advertisement ends with Safary successfully impressing the girls with trendy sunglasses. The sunglasses came free with 500 gm packs of butterscotch, pistachio and chocolate flavoured Horlicks. Thus, the TVC also gets across this free gift scheme.
Debarpita Banerjee, VP, JWT, said, “The objective behind this advertisement is to encapsulate the colourful and youthful nature of childhood. 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.”
Apart from the TVC, Horlicks is also embarking on print campaigns focusing on school magazines and children-related publication. The company is aiming to reach out to six lakh potential customers through an on-ground activation covering 30 leading cities across India. It would be supported by branded stalls and merchandise at the venues for facilitating product sampling and visibility.