Indiantelevision.com Team

(6 February 2008 5:30 pm)

MUMBAI: GlaxoSmithKline Consumer Healthcare (GSKCH) has launched Women's Horlicks, a specially formulated health drink for women.

As part of its initiative towards increasing awareness about its new product, the company has initiated a 360-degree marketing strategy and has launched a print advertising campaign to propagate the benefits of the product, and will soon be launching a television commercial (TVC) featuring versatile actor Konkona Sen Sharma.

This is going to be Sen Sharma's first appearance in a TVC. Developed by JWT, the new ad will be showcased in eight languages including Hindi, Bengali, Gujarati, Marathi, Malayalam, Kannada, Tamil and Telugu across major TV channels.

On her first TVC for Women's Horlicks, Sen Sharma said, "I am glad that my first TV commercial is for a product like Women's Horlicks, which is designed specially keeping in mind the daily nutritional need of a modern Indian woman. As a Bengali, Horlicks has been an integral part of my growing-up years; therefore, I also have an emotional connect with the brand."

Speaking about the new product and the TVC, GSKCH India VP (marketing) Shubhajit Sen said, "Through the Women's Horlicks campaign, we want to address the modern Indian woman who has forgotten to include herself in her 'to-do list.' The campaign highlights the requirements of today's woman and truly captures the essence of what we are trying to convey to our consumer and Konkona being a face to today's woman has brilliantly depicted the same."

"The objective behind this advertisement was to make it very real, something to which a modern Indian woman can relate to and realise how important it is to value oneself amidst all the roles they play. Konkona being a face to today's woman has brilliantly depicted the story we want to communicate," added JWT VP Prashant Pandey.

Recommended by the World Health Organisation (WHO) for women between 19 and 50 years of age, Women's Horlicks contains no added sugar and is low in fat. It is available in two flavours - chocolate and caramel in a jar with a unique flip-top cap, and is priced at Rs 100 for a 200 gm jar. It is available in all major and mini metros.