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<ul><li><keyword id="13204479" type="General" weightage="100" keywordseo="chatpat" source="Orion">Chatpat</keyword>, a 10-year-old Influencer from the streets, has been winning hearts on the internet for his unique style.</li><li>From recreating Cadbury's Kuch Khaas Hai to partnering with Raftaar, Chatpat has been encouraging the audience to donate to SOS Children’s Villages India.</li><li>We speak to FCB Group India's <keyword id="793905" type="General" weightage="20" keywordseo="swati-bhattacharya" source="Orion">Swati Bhattacharya</keyword> and <keyword id="540819" type="General" weightage="20" keywordseo="kinnect" source="Orion">Kinnect</keyword>'s Kartikeya Tiwari to find out what went behind bringing this fictional character alive and discuss different phases of the campaign.</li></ul>In a sea full of digital creators, one influencer stands out. He goes by the name ‘Chatpat’ and is popular for sharing street wisdom on LinkedIn. He was quick to rise to fame, as he says, “Anna ke tapri seh Insta ki nagri, Public ka support har jagah!” Another reason why people love him is because Chatpat is a just 10-year-old boy who shares tips on living rent-free in Mumbai, how to get foreign aid, how to ask for a raise, how to ensure mental wellness for your team and we all could use a Chatpat in our life! With these enlightening videos on LinkedIn, which are targeted at working professionals and corporates, little Chatpat is trying to raise funds for the NGO SOS Children’s Villages. “The media strategy was to not spend money,” Kinnect's National Creative Director, Kartikeya Tiwari told Advertising and Media Insider when we asked him why the agencies, Kinnect and <keyword id="2971959" type="General" weightage="20" keywordseo="fcb-india" source="Orion">FCB India</keyword>, chose LinkedIn to launch Chatpat. “Our strategy in everything was to not spend money but make money happen for SOS donations,” added Tiwari. The campaign, while born in adversity, became a huge opportunity for SOS Children’s Villages. The agencies kept their ‘whims and fancies’ aside, said Tiwari, and prioritised starting a conversation and raising donations on almost zero budget. They needed a strong idea that could be impactful and have a long cycle. So, after launching Chatpat, in phase two of the campaign, Chatpat started recreating some iconic advertisements with his gully gang to get attention from corporates. He played Jim Sarbh for CRED, he danced like the Liril Girl at a Dhobi Ghat, twirled like Nirma Girl and shocked the public again with Tide’s ‘Safedi campaign.’ In return, he asked these brands to donate to SOS Children’s Villages. “Maine tumhare brand ke liye yeh banaya, ab aap mere brand ke liye kuch karo,” requested Chatpat in every recreated advertisement. Exceeding their expectations, Chatpat’s advertisements got viral in a few days and has been winning hearts on LinkedIn since December 2021. Swati Bhattacharya, Creative Chairperson, FCB India said that she firmly believed that love will find a way. “So the task was to create a campaign that gives visibility and makes corporates donate. With no budget and a task like this, we knew we need an influencer and we couldn’t afford an influencer. So, that’s how the sparkly idea of ‘let’s create an influencer’ was born,” shared Bhattacharya. While Bhattacharya has worked on many viral campaigns, she said that she has never seen numbers move the way they did with Chatpat’s videos. Played by a Mumbai-based boy Akul Badoni, Chatpat’s videos amassed more than 20k followers in less than two weeks. “The magic word for us is ‘organic.’ The magic was organic reach, organic shareability and organic love. The fact that we got the earned media is the winning validation for us,” said Tiwari. The campaign got organic attention from Kusha Kapila, Tanmay Bhat, Rhea Chakraborty, Divine, Raftaar, to mention a few. “With this, we knew we were in the right direction. Corporates are also human beings and after the first phase, he started earning a place in India’s hearts, then we were fairly confident that we will be able to open the heartstrings and the purse strings of the corporates,” said Bhattacharya. Bhattacharya and Tiwari further told us how challenging it was to work with a team of kids and discussed different phases of the campaign. <div type="Video" msid="89666905" hostid="261" title="Behind the ads: How FCB India and Kinnect launched a 10-year-old influencer to raise donations for SOS Children’s Villages India" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=89666905"></div>

How a 10-year-old LinkedIn Influencer Chatpat took the internet by storm by recreating iconic Cadbury, Tide and Liril ads

Behind the ads: How FCB India and Kinnect launched a 10-year-old influencer to raise donations for SOS Children’s Villages India

<ul><li>The Group has seen an extraordinary creative transformation over the last four years.</li><li>It has been winning top honors at all the prestigious global creativity festivals including One Show, Clio, LIA, The Andys, D&amp;AD, Spikes and of course Cannes.</li><li>Now, the agency network has announced restructuring and key elevations. </li></ul><keyword id="7612871" type="UNKNOWN" weightage="20" keywordseo="FCB-group">FCB Group</keyword> India today announces the reorganization of its creative agencies in India, along with key elevations. In its ‘Never Finished’ pursuit of excellence, the Group announces organizational restructuring with three full-service agency brands in India – <keyword id="315469" type="COMPANY" weightage="20" keywordseo="FCB-Ulka">FCB Ulka</keyword>, <keyword id="3361020" type="PERSON" weightage="20" keywordseo="FCB-Interface">FCB Interface</keyword>, and FCB India. These three agencies will be a part of FCB Group India. “It is imperative for us now, more than ever before, to be able to provide our clients with the strategic direction and creativity they need to navigate the new world we live in today. Our new structure allows for our best people to provide focused and dedicated partnership to our clients; to bring the disruptive creativity, agility, and fluidity that is required today to transform our clients’ businesses and create unmissable brands” said <keyword id="268920" type="PERSON" weightage="20" keywordseo="Rohit-Ohri">Rohit Ohri</keyword>, Chairman &amp; CEO, FCB Group India. Speaking on the occasion, Rohit Ohri, Chairman &amp; CEO, FCB Group India, said, "Nitin, Swati, Robby, and Joe have been the pillars of the Group. The creative work that Swati and Robby have done over the last four years has made FCB Group India shine brightly on the global creativity firmament. Nitin and Joe have ensured that our creativity was a powerful economic multiplier for our clients. Together, they have scripted our creative transformation story." "I believe this new three creative agency structure sets up the Group perfectly to serve our clients better, with sharper focus on their business, and for accelerated growth as we look to our next 60 years in India. It signals the empowerment of our creative leaders and the building of sustainability in our creative transformation journey." Rohit added. FCB Group India has also appointed the next level of leadership for each of its agencies. The announcement will follow soon. With the new three creative agency structure, agency stalwarts Nitin Karkare, <keyword id="793905" type="PERSON" weightage="20" keywordseo="Swati-Bhattacharya">Swati Bhattacharya</keyword>, Robby Mathew, and Joe Thaliath will take on more prominent roles. One word that is most often used to describe Nitin is 'Mr. Dependable'. It is this trait that has helped him stay cool through 35 action-packed years in advertising. Starting as a management trainee at Ulka Advertising to becoming the Vice Chairman is indeed an extraordinary journey! Nitin is known to forge long-term partnerships, be it his clients, teams, colleagues, or associates. His worldview is driven by a strategic perspective and long-term solutions. His rich industry knowledge and deep insight into clients and their businesses set him apart as a truly inspirational leader. Swati Bhattacharya has recently been named to 'Adweek Creative 100' for 2021! A recognition that does FCB and India proud. Swati is a humanist. Her work finds wonder and awe in the joys and beauty of human existence, its challenges, and its tragedies. It draws from human culture and the life stance that brands can only find relevance if they inspire hope and enrich people's lives. In 2016 she became India's first woman CCO when she joined FCB Ulka. Under her leadership, FCB has won more than 120 awards at prestigious award festivals like One Show, Cannes, Clio, D&amp;AD, Kyoorius, etc. While she stays married to advertising, she periodically makes short films. Despite having an MBA degree, Robby's urge to look at things differently and his out-of-the-box thinking led him to a career not just in Advertising but also in Creative. With over two decades at FCB Interface, Robby drives the agency's creative agenda with a fervent passion. A man of extraordinarily high standards, Robby has created some of the agency's most memorable campaigns for brands like Mahindra, Oreo, Bluestar, and Agrotech Foods. Robby's ability to appreciate the clients' business problems and leverage powerful creative ideas to solve them makes him an exceptional creative leader. A retail pioneer and entrepreneur, Joe started his advertising career with FCB Ulka in Cochin. After a successful stint in Cochin, he came to Mumbai and led many different businesses before becoming the CEO of FCB Interface. Through his 30 odd years with the Group, Joe has worked on global and Indian mega brands across the automotive, FMCG, publishing, media, and telecom sectors. Known for his easy, affable style, Joe believes that good creative is like chess, and you need the right strategy to win.

FCB Group India announces organisational restructuring and key elevations

<ul><li><keyword id="125453" type="ORGANIZATION" weightage="20" keywordseo="UNAIDS">UNAIDS</keyword> and <keyword id="2971959" type="COMPANY" weightage="20" keywordseo="FCB-India">FCB India</keyword> unite on International Day for Transgender Visibility to launch an awareness campaign. </li><li>The short film titled 'The Mirror' aims to encourage parents to accept their kids for who they are. </li></ul>UNAIDS releases “The Mirror” on International Day for Transgender Visibility. Gender diversity is not a lifestyle choice but an inherent right of all people. Gender stereotypes especially towards <keyword id="4561645" type="COMPANY" weightage="20" keywordseo="LGBTIQ">LGBTIQ</keyword> lead to stigma and discrimination. This is more pronounced in children and adolescents as diversity among them is not commonly understood and society puts massive pressure on them to conform to assigned gender norms at birth. Statistics show that trans teens are much more likely to attempt suicide than teens whose identities match what is written on their birth certificates. In addition, transgender people face huge discrimination and in certain countries can be arrested. And <keyword id="1005856" type="PERSON" weightage="20" keywordseo="transgender-women">transgender women</keyword> have some of the highest rates of HIV - up to 40% in some cases- compared to the rest of the population. The film, ‘The Mirror’, portrays a young boy who is pouting and opts out of playing with other children during a big Indian kite festival. His mother eggs him on but he sneaks off downstairs alone. He drapes himself in a woman’s scarf, and smiles as he sees his reflection in a mirror. Moments later, his mother and his grandmother catch him dancing dressed up. The music track stops, and the women stare at the boy. A few seconds of dread pass by and suddenly the women join him. <div type="Youtube" id="oulxCQeZtDo" title="The Mirror" thumbUrl="https://i.ytimg.com/vi/oulxCQeZtDo/mqdefault.jpg"></div> The film’s writer <keyword id="793905" type="PERSON" weightage="20" keywordseo="Swati-Bhattacharya">Swati Bhattacharya</keyword>, Chief Creative Officer of FCB in India has captured the pivotal moment of self-recognition. Often, she explained, we look at children as our projects and want to make them extrovert and studious and obedient, refusing to see them for who they are and how do they want to grow up. “I wanted to show that all discrimination begins at home and often it is this brokenness is what a child suffers from even after they become an adult. If you are accepted at home you are more ready to face the world outside,” Bhattacharya said. Tea Uglow, a transgender woman who identifies as queer and has been working for the cause of transgender visibility, on seeing ‘The Mirror’, said, “Swati's film blew me away - it is really brazen. It walks straight up to a really interesting line and just does exactly what it shouldn't do. It's very hard to describe - but there is no product, yet it is clearly selling an idea. There is no transgression, but clearly it is showing transgression. There is no outrage, yet clearly, we expect outrage. It is like it is painting a picture that is so normal that it may as well be a Tide advert. (a reference for Superbowl fans). Ultimately it is a fairy tale, and we know it is a fairy tale and yet you wonder, what is really stopping this from being perfectly fine? It is just how I would want my family to react were one of my children or my families’ children to embrace gender-questioning behaviour.” For Jas Pham, a transgender woman living in Bangkok, Thailand, the video struck a chord. “Basically, I teared up watching the video. It reminded me of my childhood,” she said. Cole Young, a transgender American man, knows that parents do not always embrace their children in this open, accepting way, but he likes the positive, happy feel of the movie. “We know the bad reactions, we’ve experienced them, so we don’t need to re-traumatize trans people.” Keem Love Black, a Ugandan transgender woman, said the film resonated with her because at the same age she lived similar moments, and still does to this day. “I have mirror moments all the time, especially when I am going out,” she said. Kanykei is one of the few transgender people who lives openly in Kyrgyzstan’s capital of Bishkek. She recalls putting on scarves when little, a bit like the boy in the film. However, her family did not take it seriously. Ever since she can remember, before she realized the difference between boys and girls, she felt like a girl. “They would laugh as in a small child is playing, but, over time, it was perceived differently, both in the family and in society,” she said. Ariadne Ribeiro, a Brazilian transgender woman, likens her own mirror moment as trying to search for herself within. That said, it scared her too. “There was always a very big fear that people might see me through the mirror as I saw myself and my secret would be revealed, and I was not ready,” she said. “I feel that the video brings a reality closer to the ideal of acceptance, something that I, at the age of 40, have not experienced.” Agency: FCB India Chief Creative Officer: Swati Bhattacharya Account Management: Vishakha Khatri Account Planning: Kizie Basu Creative Team: Gia Fernandes, Anusheela Saha Digital Team: Vinesh Nandikhol, Roshan Shetty, Giamaria Fernandes, Aabhaas Worah, Nikhil Fernandes, Ponnada Kulteja, Sukrit Sharma Director: Shashank Chaturvedi Producer: Robin D’Cruz Singer: Sikander Kha

UNAIDS and FCB India launch a short film on International Day for Transgender Visibility

<ul><li>Horlicks celebrates the confidence that empowers children. </li><li>The TVC is conceptualized by <keyword id="2971959" type="COMPANY" weightage="20" keywordseo="FCB-India">FCB India</keyword>. </li></ul>Every child is unique and so are the experiences that shape them into strong and confident adults. The story that the brand Horlicks captures this time through its new film highlights the Journey of Childhood, which has now become more challenging than ever before. In a unique moment of mother – daughter engagement, the film brings alive the fact that today’s stories should not be limited to the intrinsic physical growth benefits but to the courage and confidence that children display when they grow well. Mothers see growth in milestones, the unforgettable moments where the child showcases ‘adult’ values or commits surprising acts. Particularly in the times we live in, bravery, and the values of care and protection are the core of well-nurtured children. Horlicks’ new TVC celebrates the sharp thinking of a daughter who has the courage and grit to handle the situation and comes through for her family. <div type="Youtube" id="TPbs_l91k10" title="When did you? Hindi 45 sec" thumbUrl="https://i.ytimg.com/vi/TPbs_l91k10/mqdefault.jpg"></div> Commenting on the latest TVC, Sudhir Sitapati, Executive Director, Foods &amp; Refreshment, HUL said, “India’s nutrition journey is central to the growth of the country. Nutrition is also the primary motivation that drives the mother, as a gatekeeper to the family’s health, so that the child can meet each moment with their full potential. Through this special film, we seek to celebrate the deeper meaning of growth that stems from courage and confidence. We truly believe that children, when enabled to their full potential, will lead the world through change and troubled times.” Commenting on the creative insights that went into the making of the film, <keyword id="9941903" type="PERSON" weightage="20" keywordseo="swati-bhattacharya-of-fcb">Swati Bhattacharya of FCB</keyword> said, “What does a child growing up mean to a mother? Is it the annual health check-up or do they happen in moments suddenly, unrehearsed taking her by complete surprise? This is a grown-up version of our old promise of taller, stronger and sharper children, now it takes it to the next level where the child applies it to life.”

Horlicks’ new TVC celebrates personal growth that stems from courage and confidence

<ul><li>Seven people from India are part of the jury of this year’s <keyword id="2188061" type="PERSON" weightage="20" keywordseo="Cannes-Lions-awards">Cannes Lions awards</keyword>.</li><li>Jury members hail from across the world and represent the global industry’s leading talent from the broadest spectrum of disciplines. The juries also comprise 51% of female jurors, up from 48% in 2019.</li></ul><keyword id="177378" type="COMPANY" weightage="20" keywordseo="Cannes-Lions">Cannes Lions</keyword> has announced its jury line-up of global experts selected to award the world’s very best creative work and benchmark excellence this June. The Lion-winning work will be announced and awarded during Cannes Lions Live, a fully digital experience, running from 21-25 June 2021, that’s included for free as part of the new LIONS Membership, launching in May. Jury members hail from across the world and represent the global industry’s leading talent from the broadest spectrum of disciplines. The juries also comprise 51% of female jurors, up from 48% in 2019. This year, seven people from India are part of the jury of Cannes Lions awards, mentioned below: <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Category </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Jurors </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Direct Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Santosh Padhi (Paddy), Chief Creative Officer &amp; Founder, Taproot Dentsu, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Entertainment Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ashima Avasthi Chaudhuri, Head - Content, Zee Studios, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Creative Effectiveness Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Jitender Dabas, Chief Strategy Officer and Chief Operations Officer, McCann Worldgroup, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Glass: The Lion for Change </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Swati Bhattacharya, Chief Creative Officer, FCB, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Health and Wellness Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Titanium Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Sonal Dabral, Writer, Director, Creative Consultant, Tribha, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Pharma Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Parixit Bhattacharya, Managing Partner - Creative, TBWA\ India </td></tr></tbody></table> This year’s Lions juries see the highest ever representation from global brands including: Nike Inc, Levi Strauss &amp; Co, Diageo, IKEA, Mars Incorporated, Mondelez, Beats by Dr Dre, Uber, KFC, Oatly, Squarespace, ByteDance K.K., Nestlé, and Aesop. Platforms and entertainment companies represented are: Twitter, Facebook, Netflix, YouTube, Disney+, Spotify, Google, Twitch, alongside NBCUniversal, Vivendi, Universal Music Group, Columbia Records, and Warner Music Central. Among the many global networks represented are jurors from McCann, Ogilvy, Publicis, BBDO, VMLY&amp;R and Dentsu who are joined by specialist and independent agencies such as Quiet Storm, Above &amp; Beyond, Stink Studios, Futerra and Tech and Soul. Simon Cook, Managing Director, LIONS, says: “It’s hugely exciting to welcome this formidable line-up of experts, who will unite across time zones and backgrounds, representing the full scale of our industry. Each year, our juries grow more diverse, which is part of our commitment to appoint outstanding talent from right across the breadth of our global community.” Philip Thomas, Chairman, LIONS, comments: “After pausing the awards last year, our juries will be awarding Lions across two years’ worth of work, which is an unprecedented opportunity to set the global creative benchmark for two years of outstanding creativity.” Thomas adds: “The awards will be the heartbeat of Cannes Lions Live with announcements, analysis, insights and interviews taking place throughout the week. We can’t wait to celebrate and immerse ourselves in Lion-winning creativity alongside our community in June.” Lions juries will take part in remote judging from their home locations worldwide. Speaking about the process, Susie Walker, VP Awards &amp; Insight, LIONS, explains: “Judging is a very human experience. It must also be a rigorous and robust process. Our unique judging platform, successfully trialled at other Lions awards this year, has been built to ensure the value and integrity of the Lion is upheld. We’re committed to delivering a world-class judging experience of the standard we’re known for, and crucially, we want every piece of creative work to be given the time and discussion it deserves.”

Here are the 7 Indians who will be a part of Cannes Lions Jury this year

<ul><li>The <keyword id="6373926" type="General" weightage="80" keywordseo="horlicks" source="Orion">Horlicks</keyword> Plus range, a set of specialized brands formulated to solve nutritional deficiencies, has forayed into the segment of Diabetes.</li><li>Diabetes Plus, introduced by Horlicks, is a nutritional beverage that has been designed for Indian adults.</li></ul>India has always been prone to the various risks associated with Diabetes. The country ranks #2 after China, with the prevalence rate of the disease set to double in the next 25 years. While diabetes continues to be an emerging threat with 7.3% of India’s population being diabetic and a further 10.3% being prediabetic, there are almost 1 in 2 diabetics that go undiagnosed*. The major life changes that come with diabetes have also led to dissonance with consumers constantly looking for solutions to help manage diabetes better. Keeping these alarming figures and consumer needs in mind, the Horlicks Plus range, a set of specialized brands formulated to solve nutritional deficiencies, has forayed into the segment of Diabetes. Diabetes Plus, introduced by Horlicks, is a nutritional beverage which has been designed for Indian adults. It contains high fibre (22% of dual blend fibre). Research has shown that a diet rich in fibre helps reduce glucose and lipids in the blood#. <keyword id="12543075" type="General" weightage="20" keywordseo="horlicks-Diabetes-Plus" source="Orion">Horlicks Diabetes Plus</keyword> is high in protein and contains 16 vital nutrients. It contains Fibersol-2 and NUTRIOSE®. These fibres are known to promote satiety and reduce calorie intake. Commenting on importance of diet &amp; lifestyle for diabetes management, Dr Banshi Saboo, President, RSSDI said, “An unhealthy modern diet and low activity patterns are regarded as major drivers of diabetes increase in India and this needs to change. Studies have shown that fiber rich diabetes nutrition (FDN) has multiple benefits, including, improvement in glycemic control, reduction in glucose spikes, lowering of plasma lipid concentrations and weight management in T2DM patients.” Horlicks Diabetes Plus recently introduced its first TVC to highlight the importance of fibre for diabetic patients. Commenting on the TVC, Krishnan Sundaram, Vice President, Nutrition, HUL said “Diabetes is equivalent of a pandemic and India is facing an increasing burden of it with 24 Cr diabetics and prediabetics. We know that, nutrition and lifestyle can play a key role in its management. We are launching Horlicks Diabetes Plus, a supplement specifically formulated for at risk and diabetic individuals. With our communication, we want to educate consumers about the importance of high fibre for diabetics, and how Diabetes Plus which has dual blend high fibre fulfills 26% of your daily fibre requirements." <div type="Youtube" id="Pd3LvWcNpEg" title="Horlicks Diabetes Plus: Dual Blend High Fibre | Helps manage diabetes" thumbUrl="https://i.ytimg.com/vi/Pd3LvWcNpEg/mqdefault.jpg"></div> The copy showcases a concerned diabetic patient looking at reducing his sugar intake but is offered food items that seem to contain a high amount of sugar. While the patient is questioning the prevalence of sugar in various food items, the copy also highlights the importance of adding fiber to one’s diet in addition to reducing sugar in one’s diet. Commenting on the creative insights that went into the making of the film, Sumitra Sengupta, Executive Creative Director, FCB India said “When any one is pre-diabetic or a newly diagnosed diabetic, the immediate reaction is to cut down sugar. Our film opens with a middle-aged man worriedly asking about the sugar content of every food placed before him. But what starts out as being the correct thing to do, suddenly appears inadequate in the light of the Doctor’s announcement that high fiber helps manage Diabetes. This creates a perfect opportunity to introduce Horlicks Diabetes Plus which fulfills 26% of daily fibre needs. We hope it results in change in nutritional behaviour too - of not just reducing sugar, but adding fibre too.” Credits Agency: FCB India Production House: Milestone Films Producer: Ajay Vasu Director: Sandeep Yadav Creative: Swati Bhattacharya, Sumitra Sengupta, Kshitij Chandel Account Mgmnt: Debarpita Banerjee, Siddharth Kapoor, Priyanka Balasubramanian, Vedika Jain Planning &amp; Strategy: Kizie Basu, Aniruddh Subramanian Films Team: Ashish Barot

You Searched For "swati bhattacharya" and got 8 results

How a 10-year-old LinkedIn Influencer Chatpat took the internet by storm by recreating iconic Cadbury, Tide and Liril ads

Karuna Sharma

Behind the ads: How FCB India and Kinnect launched a 10-year-old influencer to raise donations for SOS Children’s Villages India

Karuna Sharma

FCB Group India announces organisational restructuring and key elevations

BI India Partner

UNAIDS and FCB India launch a short film on International Day for Transgender Visibility

BI India Partner

Horlicks’ new TVC celebrates personal growth that stems from courage and confidence

BI India Partner

Here are the 7 Indians who will be a part of Cannes Lions Jury this year

BI India Partner

Horlicks taps into the segment of diabetes; launches a new campaign to highlight the importance of fibre consumption for diabetic patients

BI India Partner

Cannes Lions 2021: India crosses 2019’s tally by winning 1 metal on Day 5, bringing our total tally to 22

BI India Partner

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