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<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

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

<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><keyword id="7980198" type="UNKNOWN" weightage="20" keywordseo="horlicks-protein-plus">Horlicks Protein Plus</keyword> has onboarded <keyword id="2823" type="PERSON" weightage="20" keywordseo="Akshay-Kumar">Akshay Kumar</keyword> as its brand face. </li><li>The new TVC featuring Akshay Kumar, highlights the issues of an urban Indian adult.</li></ul>Hindustan Unilever Limited (HUL) has onboarded Akshay Kumar as the brand ambassador of its adult nutrition brand, Horlicks Protein Plus. Akshay Kumar, will represent the core values of the brand and encourage urban Indian adults to fight protein deficiency everyday by making ‘Protein ka routine’ (make protein a routine). The brand has also launched a new TVC featuring Akshay Kumar, highlights the issues of an urban Indian adult, whose typical diet also proves to be insufficient in providing high quality protein or is heavily dependent on non-vegetarian options. <div type="Youtube" id="XTAghEz8cq0" title="Horlicks Protein Plus - #BanaoProteinKaRoutine" thumbUrl="https://i.ytimg.com/vi/XTAghEz8cq0/mqdefault.jpg"></div> Commenting on the latest TVC, Sudhir Sitapati, Executive Director, Foods &amp; Refreshment, HUL said, “ Indian diet sometimes may be insufficient to meet the RDAs of protein and what we need to create awareness for is, that for every 1 kg of healthy body weight, one requires 1 g of protein every day. Protein deficiency in adults can lead to impaired immune system, hair fall, accumulation of fat and so on. There is a need for us to move to the next frontier in the battle for an optimal protein intake and the relaunch of Horlicks Protein Plus, our adult nutrition brand, is a step towards the initiative. The relaunch campaign’s central theme reinforces how Horlicks Protein Plus, along with milk, can help to meet the protein requirements for adults thus providing nearly 30% of an individual’s daily protein need. Horlicks Protein Plus contains a blend of three good quality proteins (Whey, Soy and Casein) and is scientifically formulated high protein drink that delivers 34 g protein in 100 g of the product.” Akshay Kumar said, “Fitness is not something that you achieve by just getting to the gym and putting in hours of workout. A wholesome life is a combination of rest, a healthy mental state and eating right with it. Sadly, most people don’t have the right information about the diet they consume! For example, protein is thought of as just a body building supplement and the multiple other benefits of it are widely unknown. Do you know that our body needs 1g protein per kg bodyweight? And because we don’t know this, we have a protein gap. Horlicks Protein Plus, made with Milk and Soy has a blend of 3 High Quality Proteins which along with milk gives you nearly 30% of your daily protein needs. Together, both Horlicks Protein Plus and I are committed towards making India healthier by encouraging Indians to build their ‘Protein ka Routine’! My wish is always to see India take the right steps.” Surjo Dutt, National Creative Director, FCB, said: “When it comes to knowing what the body needs, especially after a certain age, we couldn’t find a better fit than Akshay Kumar for Horlicks Protein Plus. He not only sets a high benchmark of exemplary lifestyle choices; he also knows the nutrition needs that are important for a fit and active life. The interview format and his real playful self keeps the message engaging and authentic.”

Horlicks Protein Plus ropes in Akshay Kumar as its new brand ambassador

Nestle India’s Maggi might have to see some more downfall. The instant-noodles, which is badly affected due to lead and MSG controversy, may also lose Rs 2,000 crore brand tag this year. 
 There are handful of brands in FMCG industry that have reached Rs 2,000 crore mark and <keyword id="726194" type="UNKNOWN" weightage="100" keywordseo="maggi-noodles">Maggi noodles</keyword> had even crossed it a few years back. 
 
But due to the recent controversy, Maggi could slip from the club and the negative image attached to the brand is having a rub-off effect on other Maggi products as well. 
 
Economic Times reported that the Rs 2k crore club was growing stronger with the inclusion of Lifebuoy, an over 100 year old brand, Surf, Wheel and Rin from Hindustan Unilever (HUL), Aashirvaad and Sunfeast from ITC, Tide from Procter &amp; Gamble (P&amp;G) and Amul Butter. 
 
Other brands that fall in the Rs 2,000 crore bracket include Horlicks, Fair &amp; Lovely, Colgate, Ghari, Cadbury Dairy Milk, Thums Up and Sprite, among others. 
 
A senior analyst from an Indian brokerage house told the financial daily that the high-consumption categories, the percentage spend of the consumer's wallet and competitiveness determines the size of the brand. 
 
For instance, ITC is a big brand in cigarettes as it has a dominant presence; diary, on the other hand, is a huge-consumption category. “Amul Butter, which is a dominant brand in the category, has become a Rs 2,000 crore brand this year. Its impactful advertising, where the spend is minimal (less than 1% of turnover), has helped the brand in achieving this milestone,'' R S Sodhi, MD, Gujarat Cooperative Milk Marketing Federation, which markets Amul told ET. 
 
Even Maggi was for the longest period, the only player in the category. “For some brands it is very easy to touch Rs 2,000 crore or Rs 5,000 crore sales because of the category they are present in,'' the analyst told ET on the condition of anonymity. 
 
Maggi will certainly have to do rigorous campaigning to regain its lost ground in the country and past glory. 
 
(Image: Indiatimes)

Maggi may lose out on the glory of being a Rs 2,000 crore brand

<ul><li><keyword id="99676" type="PERSON" weightage="100" keywordseo="Shilpa-Shetty-Kundra">Shilpa Shetty Kundra</keyword>, who has been missing from the big screen for the past 13 years has become the face of yet another brand. </li><li>She has 13 brands in her kitty from varied categories like Food &amp; Beverages, Telecom, Skincare, FMCG, Chocolates, and more. </li><li>As Shilpa signs another brand, we try to decode what still makes the actor relevant and how she has become an example of breaking age-disparity in the industry. </li></ul>Shilpa Shetty Kundra, the 43-year-old Bollywood actress, has bagged yet another brand in her kitty. She is now the face of home decor brand, Stellar Homes USA and represents 13 brands in total. Shilpa was last seen on the silver screen in the 2007 film Apne but she never really left the limelight. She continued judging various TV reality shows, became an entrepreneur by starting her own fitness channel called The Shilpa Shetty app and invested in a start-up called Mamaearth. Shilpa has over 1.6 million subscribers on her YouTube channel, which covers fashion tips, her fitness regime and a cooking show. While on Instagram, she has gained more than 6 million followers in a short span of time. According to media reports, she has a net worth of $20 million. This year, her long sabbatical of 13 years will also come to an end as she will be seen in two movies -- Nikamma and Hungama 2. Brand Journey Shilpa was 16 and a part of the modelling world when an aerated drinks brand approached her. Today, she regrets falling for money and choosing shortcuts. Shilpa is now wary of the kind of brands she chooses to work with. She has walked out of the meeting rooms if she doesn’t resonate with the brand. “Earlier, I really didn't think about whether I suited the brand. It was only about whether I was getting paid enough to leverage my name. But in the last five years, there has been a change in my thought process. When people take you seriously as a brand or rather someone synonymous with health and fitness, you become more responsible. So if something doesn't resonate with my personality or something that I can't use at home for my family or me, I won't endorse it,” admits Shilpa. Before her big release lined up this year, Shilpa turned down a Rs 10 crore offer from an Ayurvedic Slimming Pill brand because she did not want youngsters, who look up to her, to fall for fad diets. “There's so many brands I have turned down, I can't sit down and list those,” she breaks into a chuckle. She says she would have bagged a lot more brands and made more money had she not been so fastidious. Pan Masala brands and Aerated Drinks are completely off her list and she says she wouldn’t consider endorsing them ‘for all the money in the world.’ Explaining her modus operandi of choosing deals, she says, “I'm very particular and there's a lot of due diligence that goes into the brands that I work with. And I really believe that there is no shortcut in life. If you were to tell people that by popping pills you will lose weight, I think people who actually work out the right way will start losing faith in what they're doing. And I just feel that though we stopped focusing on mental health, and we will be talking about prizes and losing weight, fitting into a certain size, I think mental health is equally important. And I can't endorse something that doesn't fall into line with my philosophy.” The secret behind her relevance in the industry It was during her post-pregnancy period that Shilpa was asked a lot of questions about her fitness regime on the internet. She joined social media to help people out and realised that the audiences’ love for her hasn’t changed. She used that to her advantage and started her own application. It is her penchant for fitness and strong social media following, that brands still find her relevant. “After all these years, I feel like I stayed relevant. Today, I'm doing two films after 13 years but people still know me, not only because of television, but also because I stand for propagating good health. I want to bring about an awareness and want to play the role of a catalyst. As actors, we are always looked up to, and we have the power of social media. I used that to start my own YouTube channel,” shares Shilpa. Now, Shilpa Shetty is in-between meetings, looking for a fundraiser for her application to expand her reach further. Experts Speak Ashutosh Harbola, CEO and Co-founder, Buzzoka thinks that Shilpa had a strong influence on the industry since she made her fortune in Big Brother; her brand image changed after that and IPL, he says, added a cherry on the cake. “Shilpa Shetty is an ever-blooming social media star and her constant touchpoint with her audience makes her relevant even when she doesn't have too much in her kitty. From a brand's perspective, it's the right fit. Since the social and digital-first audience is always on social media, their appetite for relevancy is much filled. Also, Shilpa has been testing a couple of other platforms too which is keeping her both busy and buzzed. We all saw her entry on TikTok and it's a perfect example of being in the news for the right reasons,” says he. “Post her marriage, she is amongst the rich kids of Instagram making the world drool on her cuteness and the lavish lifestyle,” adds Harbola. N Chandramouli, CEO, TRA Research, highlights how strong her social media currency is, which is one of the reasons why brands still love her. “It is not easy for an actor who has been out of an active acting career for over 10 years to continue to stay relevant. However, Shilpa Shetty has reinvented herself in many new avatars to do what she is good at. She is a fitness icon, TV reality show judge, fashionista, partner in a spa chain, has over 1.6 million subscribers on her Youtube food channel, 6 million followers on her Instagram, among other things. Guess that's more than enough to keep her relevant with new-age millennials and others,” says Chandramouli. Social Media and Brand Expert, Karthik Srinivasan thinks Shilpa’s relatability factor for millennials and Gen Y has worked in her favor. “Shilpa Shetty, I believe, appeals to and can be recognised by a whole lot of middle-aged and older women unlike an Ananya Panday or Alia Bhatt. That relatability is what perhaps works in her favor. Ditto for actors like Vidya Balan. To some extent, it's also a factor of a 40+ woman actor to continue to want attention, work and assignments. Some may choose to shun the limelight and live a more obscure life surrounded by people close to them, as a way to escape the excess attention of earlier times. Shilpa Shetty has been in the limelight long after her exiting the film industry, including her foray into owning teams and so on. So, modeling and films continue to help her position her brand,” explains Srinivasan. An inspiration for other actresses The Khans of Bollywood and actors like Akshay Kumar and Amitabh Bachchan, still continue to be the Top 10 celebrities. Senior actresses, on the other hand, struggle to find film projects. As they vanish from the limelight after they get married, brands stop approaching them. Shilpa is unhesitant to agree that she found her calling much later in her career arc and feels women are finally stepping up to turn the tables. “I found my calling very late but I guess better late than never. Also, times are changing. You see actresses are far more daring today. It's also a more egalitarian world now. Women are given far more opportunities. I think women today are willing to take risks. And yes, it's a different world. And I think that's the only thing that's constant - change,” says Shilpa. Srinivasan also thinks the situation is changing, thanks to actresses like Shilpa Shetty and Vidya Balan and script writers that are breaking the age stereotypes. “I think as an industry, Bollywood (and the regional film industries, in particular) have moved definitely away from age-limits for women actors. While there's always (and still) a demand for young women actors, there are scripts being written for older ages as well, who do not fit the conventional stereotypes of a leading woman in films,” says Srinivasan. He adds, “From a branding point of view, I was very pleasantly surprised to see Tapsee Pannu featured in a Horlicks ad where she was specifically called out as being 30+. Or a Kangana Ranaut playing a mother of a boy in Panga. This scenario was unheard of a few years ago when only men had the freedom to be called 30+, 40+ and still get away with conventional roles in films. 40+ Shilpa Shetty is a variant of the 30+ Tapsee and Kangana.” Chandramouli, on the other hand, feels the onus also lies on actresses. “Brands take endorsements from 53-year-old male actors endorsing colas, and 77-year-old males endorsing everything. When it comes to women celebrities, there are occasions when you will see someone like Madhuri Dixit, who is above 50 years get endorsements. But many don't get as lucky as her. And this age-related aberration is one of the strangest as many times when choosing actors playing an older role, directors tend to cast younger actors. To correct this is the responsibility of female actors as also it is of brands and advertising agencies. Many times due to the paucity of opportunities, women celebrities above 40 tend to start focusing on other areas of their interests in work and personal life. In a highly competitive world, they must continue to stay relevant in their interest areas, stay connected with audiences, and find new interests which find newer fans. Since all endorsements are a commercial arrangement, the fee of endorsement also matters, for the potential endorsers must be willing to adjust fees in line with market demand. For the brands and agencies, it is important to have greater acceptance, to try the different, reink campaigns with such potential endorsers.” While many actresses have come and vanished with time, Shilpa Shetty Kundra has never left the showbiz, setting an example for other female actors in the industry.

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

BI India Partner

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

BI India Partner

Horlicks Protein Plus ropes in Akshay Kumar as its new brand ambassador

BI India Partner

Maggi may lose out on the glory of being a Rs 2,000 crore brand

BI India Bureau

What continues to make Shilpa Shetty Kundra relevant for brands

Karuna Sharma

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