Top Story

e4m_logo.png

Home >> Kids >> Article

Horlicks gets its own little taara in Darsheel Safary

19-April-2008
Font Size   16
Share
Horlicks gets its own little taara in Darsheel Safary

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.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.