JWT brings Nutrine Mahalacto to life in its new TVC

MUMBAI: Godrej Hershey‘s confectionery brand Nutrine Mahalacto has launched a new TVC to communicate its message to consumers that even in this day and age of cost cutting and downsizing, Nutrine Mahalacto continues to give them more than they expect.

The TVC is conceptualised by JWT and produced by Eeksaurus.

The commercial shows a boisterous child fall into a giant bowl of milk and gulp it all down in order to prevent drowning. As a result the child starts growing really big. It conveys to the audience the message that more milk and more caramel has been added to the candy to make the new Nutrine Mahalacto bigger and tastier.
Godrej Hershey VP and marketing head Mahesh Kanchan said, "The creative trigger was ‘bigger is better and tastier‘ when it comes to a candy. Consumers love Mahalacto for its rich milky taste and we had to accentuate the fact that we have added more of what they love. The simple big idea was to bring Mahalacto alive as a character and make this little character perform and speak to the consumers."

Providing insight into the creative brainstorming that went on behind the TVC, JWT VP and Sr creative director Priya Pardiwalla added, "For us this was a great opportunity to create a strong property for Mahalacto which goes beyond just the film. We decided to bring the candy to life. We thought of the candy as wild, crazy, spunky kid. A character obsessed with milk!"

JWT AVP and Sr creative director Steve Mathias added, "We were told that there‘s more milk and caramel in the bigger sized candy. Instantly there was a connection. What happens when you drink more milk? You grow bigger. Isn‘t this what kids have been hearing from their mothers forever now!"

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