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Yakult promotes health in a bottle of Probiotic goodness

19-September-2009
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Yakult promotes health in a bottle of Probiotic goodness

Yakult Danone India, which had introduced the concept of Probiotic health drinks in the country, has come up with a new TVC featuring brand ambassador Kajol. Hakuhodo Percept is the creative agency behind the campaign, which addresses every mother’s concern of wanting her family in the pink of health.

The film was shot over a schedule of two days in Mumbai’s Film City by director Shantanu Bagchi of Illusion Films and well-known cinematographer Anil Mehta. The TVC broke on September 7 in all news and entertainment channels.

Shefali Sapra, GM - Corporate Communications, Yakult Danone India, said, “The idea was to get Kajol as a brand ambassador and as a good mother who is health conscious. In India, the awareness about the health benefits of Probiotic is low.”

Manish Masih, Executive Creative Director, Hakuhodo Percept Pvt Ltd, added, “The brief for the Yakult TVC was to promote the message: ‘Live healthy by making Probiotics a part of your daily life’. The idea was to tell people about the benefits of Yakult Probiotic drink and the 6.5 billion good bacteria in it.”

The TVC is based on the idea of ‘the kiss of good health’, wherein the product’s health benefits are directly related to the goodness of a mother’s kiss. The mother in the TVC, played by actor Kajol, is a playful young mother who encourages her family to have fun as she has Yakult to take care of their health.

The TVC captures snippets of a family’s mornings with various fun and endearing moments. There is a lot of vitality in their actions that sets a tone of health and happiness. The product window has been treated in a new and interesting fashion as well. It spells out the benefits of Yakult very simply and clearly to the people.

“The message behind the TVC is to live a health healthy by include Probiotic foods We have broken the print campaign in newspapers and magazines. We are also doing a lot of BTL samplings in malls,” Masih further said.

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