Indiantelevision.com Team

(19 April 2008 4:00 pm)

MUMBAI: Darsheel Safary of Tare Zameen Par fame is now the brand ambassador of Horlicks.

Darsheel, who will endorse the brand for a period of one year, will also be an integral part of the future campaigns of the brand during this period.

GlaxoSmithKline consumer healthcare GM Sumeet Saluja said, "Darsheel is the perfect brand ambassador for Horlicks. Darsheel stands tall, strong and sharp in all aspects of his childhood. Over and above, he is very popular with kids. This combination makes him the best fit for Horlicks. Darsheel's involvement is our way of connecting better with kids."

Horlicks' first TVC featuring Darsheel is already on air and is part of Horlicks cold consumption campaign.

"The objective behind this advertisement is to encapsulate the colourful and youthful nature of childhood in general. And Darsheel, being a face to today's child, has brilliantly depicted the story we wanted to communicate. His natural acting talent allowed the commercial to become a story in itself rather than just being a loud announcement", added JWT VP Debarpita Banerjee.

Adding to this is a consumer promotion programme and a large scale on-ground activation.

The initiative is part of the campaign's 360 degree activation process.