Top Story

Home >> Advertising >> Article

Size matters for Nutrine Mahalacto

07-December-2011
Font Size   16
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
 

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'