R Madhavan chooses 'better protein' with Horlicks

New TVC features Madhavan manoeuvre through the challenges that his personal and professional life hurl at him

e4m by exchange4media Staff
Updated: Mar 10, 2018 9:23 AM

Horlicks have introduced a new campaign for their latest offering in the category, Horlicks Protein+. Featuring the face of the brand, R. Madhavan, the TVC campaign urges modern Indians to become a better version of themselves everyday by choosing “The Better Protein”. Fashioned around the theme of bringing about a change in one’s lifestyle to influence a transformation in one’s life, the TVC features Madhavan manoeuvre through the challenges that his personal and professional life hurl at him.
The TVC brings to the fore the need for a Better Protein, especially in the wake of demanding schedules of today. Horlicks Protein+ contains 3 high quality proteins- Whey, Soy and Casein, which contribute to help support muscle mass and maintain strength over time to foster a healthy lifestyle allowing one to excel in different spheres of life – be it work or family.
This blend of 3 high quality proteins provides 9 essential amino acids important to support healthy muscles. Horlicks Protein+ also contains B Vitamins known to support energy release and iron to help reduce tiredness and fatigue.
R Madhavan, while commenting on his association with Protein+ and the latest campaign, said, “I have always believed in keeping myself fit and proper protein intake is something that has helped me achieve that. How much protein you eat is important but I always emphasize on the quality of protein. Having the right protein, can help you live a healthier and a better lifestyle. I believe that Horlicks Protein+, with its triple blend of Whey, Casein and Soy, has just the right ingredients to give me energy and enable me to be a better version of myself, every day.”
Vikram Bahl, Area Marketing Lead, Nutrition & Digestive health, GSK Consumer Healthcare India while commenting on the product launch, said “With Horlicks Protein+, we seek to bring to our consumers, a better protein to help them with optimal nutrition needs of today’s busy lifestyle. The issue of loss of strength once one enters the later stages of adulthood, while a less discussed one, is a key determinant when it comes to performance, especially after the age of 30. With our latest campaign and partnership with Madhavan, we are confident that we will be able to generate the required awareness and educate the masses about how not only the quantity but also the quality of protein we consume is an equally important determinant for building muscle strength and consequently foster a healthy lifestyle.”

Agency credits:
• Creative Agency – FCB Ulka
• National Creative Director – Surjo Dutt
• Creative team – Anusheela Saha, Tarannum Sehgal
• Planning – John Thangaraj, Mohini Varma
• Account Management – Sareesh Jameskutty, Navjyot Sudan, Rohit Rohela
• Director for the film – Jaydeep Sarkar
• Production House – Bubblewrap Films
• Media Planning – MindShare

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