Results and Effectiveness

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

Creative Execution

An AV neutral strategy consisting of TV and YouTube was used to reach the audience widely. YouTube was further used to communicate the core message of instant miscibility Considering that the attention span on digital is far lesser, all levers were pulled to make 5 seconds = value of 35 seconds TVC. That meant being equally effective and efficient. Creative usage of the pre-tag, elevated the medium to become the message. The intrigue thus created, not only captivated their interest, but also cued the consumers to watch the full commercial, raising the view-rate from an average 13.5% to 14.8% But even to those 85.2% who chose to skip the ad, the message was delivered; thereby making it 100% efficient. Doing 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.

Insights, Strategy and the Idea

Chocolate Horlicks, wanted to sharpen its TV strategy by promoting its TVC online, especially in North-West India, where it’s a newer entrant. The proposition –‘mixes in milk instantly’ – empowers mother’s creativity to make milk appealing for kids in numerous ways, with ease and speed. In India, YouTube enhances reach, more effectively, than most niche channels. Instead of using YouTube as a medium, 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 added a “5 second pre-tag” to our TVC, which read: ‘Instant Chocolate Horlicks, mixes in milk, even before you skip this ad’. In this way, message of instant miscibility became tangible For the client, riding on a simple, existing, conditioned consumer behavior magnified the message further.