Godrej Hershey's Nutrine Mahalacto growing bigger in every way!

Godrej Hershey's brand Nutrine Mahalacto, one of the biggest candy brands in the country came up with a new campaign with an objective to deliver the message that this time they have added "More Milk and More Caramel' to make the new Nutrine Mahalacto bigger and tastier. To communicate a larger sized candy to its consumers, Nutrine Mahalacto didn't want to go the usual offer route. When other candy brands were downsizing due to cost pressures, Nutrine Mahalactodid a "Maha' thing of increasing its size by 20% - by adding more milk and caramel into the candy. The TVC is conceptualized by JWT and produced by Eeksaurus.

To know more about the new campaign, Adgully caught up with Mahesh Kanchan, VP & Marketing Head of Godrej Hershey Ltd.

The TVC has been uniquely Executed with a combination of 3D animation and live action. Kids love to watch animated characters and it creates a stronger recall. In this segment this is probably the first time that a candy has been given life and a feel of a character. The Mahalacto candy "boy' wiggles out of the wrapper, runs around the table and pole vaults into a bowl of milk makes the viewer have a hearty laugh and conveys our message that the new Mahalacto now has "More Milk and More Caramel' to make it bigger and tastier. I am sure every kid will love to have a Mahalacto "boy' with them.


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