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ShareVinit Karnik
One of the in-film branding promos we did, which is extremely close to my heart, was the mega assignment for Chocolate Horlicks and Ice Age 2. In this film, one would get to see a fictitious animated character named Scrat. It is for the first time that in a co-branded motion promo of 30 seconds, Scrat was shown holding the actual chocolate Horlicks pack and the merchandise (shaker).
Both the brand and the film were melded seamlessly for this mega promo. The special effects and cartoon animations have been brought out by our outsourced team at the editing studio who successfully executed all the 3D effects, super imposition, and animated emoticons.
We began with the central idea of the co-branded promo which was "This Summer Get your hands on the Chilled Chocolate Horlicks before anyone else does". In the promo hence you will see Scrat clutching onto a tall chilled glass of Chocolate Horlicks. The target audience here was obviously little children who were so enthralled by the entire promo that the sales of chocolate Horlicks for the summer shot up.
Throughout the promo we have shown the innocent yet fruitless struggle of Scrat and other characters of Ice Age having a tough time getting their hands on the pack of Chocolate Horlicks.
Chocolate Horlicks was a seamless fit with the film entitled "Ice Age--The Meltdown". It features a meltdown which takes place in the frozen ice age era. This is exactly what Horlicks, as a brand wanted to promote.
The campaign and media plan were focused on television and a huge ground promotion in five metros where displays were put up leading multiplexes. People participated in various on-ground contests; we had some promoters dressed as Ice Age characters and sampling the product at the plexes.
Retail promotions at local stores involved actively talking about the product to all the walk-ins and give them free trials. We also ran a viral contest on 3636 (Yahoo) which said "Just sms Chocolate Horlicks to 3636 and get a chance to win the movie tickets and other exciting goodies".
The author is national director, entertainment, Group M
As told to Anushree Madan Mohan
