 Mothers
catching and correcting their children when they are up to mischief
is quite common. Of course kids being kids love having fun even if
it borders on what their mothers have forbidden them to do. Moms know
this and have a habit of keeping tabs on their little ones.
Using this mother-child pecularity as a key, the agency worked on
the 'Tasty bhi healthy bhi' proposition to gain acceptance among both
kids and mothers.
Says O&M associate creative director Sudip Bandyopadhyay, “There
are these do’s sand don’ts for kids. Mothers have their
eyes on kids. We have taken situations, where kids normally get
caught. But when mothers find children sheepishly having Nestle
Fruit n Milk, they don’t find it to be a problem. Instead,
they have an expression of acceptance for this.”
The first commercial has two mothers looking for their children.
They anticipate them to be on the terrace and up to - as you guessed
right - some mischief. As their kids see them approaching, they
hide something. After a fair deal of urging, they reveal to their
mothers what they are concealing: a pack of Nestle's new ready to
drink milk brand.
And their mothers, with a sigh of relief, says this is allowed.
The frame then cuts to Nestle’s new product and positioning
statement.
The second commercial shows an in-charge of a boarding school catching
students in a similar situation with a torch. And the kids face
a similar outcome with their headmaster condoning their sipping
on their Fruit n Milk.
“The campaign is for the 8-15 age-group. We have tried not
only a fresh angle from the taste and health proposition but also
from the new product launch perspective. We came up with this, when
mothers says 'yeh to allowed hai.' This has been conveyed through
the surprise element. Not only to catch kids but also to empathise
with mothers,” says Bandyopadhyay.
The commercials have been directed by Red Ice’s Koushik Sarkar.
The campaign has been extended to POP, with snapshots from the commercials.
The outdoor campaign has rolled out nationally.
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