Creative Execution

Our “5-second pre-tag” brought the e-claim alive; making it tangible. The message in 5-seconds was complete, clear and simple. However, by placing the 5-second pre-tag strategically before our TVC on YouTube, we elevated the medium to become the message. The intrigue cued consumers to watch the full commercial raising the view-rate from an average 13.5% to 14.8%. Even to those 85.2% who chose to skip the ad, the message was delivered, making it 100% efficient. Interest-targeting for kids and demo-interest-targeting for mothers, translated to a phenomenal 40% more efficient eCPV and a 33% higher than average, view-through rate for kids.

The campaign got 2.5 Mn+ views in 15 days of launch. Top-of-mind - highest-ever; up by 11%, vs. leader brand TOM slid by 7%. Intention-to-try with kids - a whopping increase of 26%, while for leader brand slid by 4% (TOM and ITT are average of the Delhi and Mumbai, representative of North-West markets in India- Source Brand Track, Sales data) Market share– highest ever; increased by 1.1% in North-West markets, for leader brand slid by 1.9% An organic view of 24% in 3 weeks of campaign, it surpassed the most engaging campaigns that have an organic view of 15-20%.

Chocolate Horlicks, wanted to increase its product appeal and market share, especially in North-West India, where it was a newer entrant. Its new claim of ‘instant miscibility’ in cold milk empowers mother’s creativity, to prepare numerous milk based drinks. The task was to make this ‘e-claim’ believable by bringing two things alive- ease and speed of mixing! In India, YouTube enhances reach more effectively, than most niche TV channels. However, the ‘attention-span’ on digital is very low, coupled with the fact that viewers are actively seeking content, not advertising. Hence, for the first time in India, we took advantage of an in-built feature- ‘The 5-seconds skip-ad’ option. Consumers have a conditioned behavior attached to this feature– they wait to skip the ad in 5 seconds. Herein lay an opportunity! We created a “5-second pre-tag” to our TVC, reading: ‘Instant Chocolate Horlicks mixes in milk, even before you skip this ad’.