Mindshare Creates Youtube campaign for GSK Consumer Healthcares chocolate Horlicks

Horlicks is a brand that that perfectly balances a rich heritage with constant innovation.

June 27, 2014 3:40 IST | India Infoline News Service
Mindshare, the flagship media agency of GroupM and a constant innovator in the media space has yet again created a unique innovation with GSKs Chocolate flavor Horlicks.

The campaign was conceived as part of the integrated Audio-visual strategy for Chocolate Horlicks. Instead of going the conventional way of replicating the TVC on web, Mindshare thought of innovatively using the 5 sec skip button of YouTube to highlight the brand proposition- Chocolate Horlicks mixes instantly in milk - and hence decided to add a 5 sec tag that preceded the original TVC. The tag reads Instant Chocolate Horlicks- Mixes in milk even before you skip this ad.

Ravi Rao, Leader- South Asia, Mindshare said, We have been working with GSK Consumer Healthcare Division for a while now and understand their need for innovative and unique strategies and campaigns especially in the digital space. Instead of replicating the TVC online, we wanted to leverage the potential of the medium by making it inextricably linked with the message.

Jayant Singh, EVP Marketing, GSK Consumer Healthcare said, Horlicks is a brand that that perfectly balances a rich heritage with constant innovation, to ensure we make our consumers do more, feel better and live longer. We are very happy to be the first brand in country to create this innovation in partnership with Mindshare.

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