Horlicks: See your little ones grow

Advertising Agency: JWT, Mumbai, India
Creative Directors: Shammsunder Gooud
Art Director / Copywriter: Shammsunder Gooud
Illustrator: Vijay Nanaware
Photographers: Niloy De, Maneesh Rangra, Debarpita Banerjee
Published: December 2008

108 comments

Guest's picture
Guest

effective

Guest's picture
Guest

honey, horlicks shrunk our kids.

Guest's picture
Guest

yeah, pass me a real magnifyin glass plz. i gotta look for our kids, before our caesar licks em' haha

Guest's picture
Guest

I like the visual, I just don't feel the line sends it home.

Guest's picture
Guest

Good one. Very 80's but good.

Guest's picture
Guest

guess I'm missing something here - dont see the growth thing happening

sneakyhands's picture
sneakyhands
1857 pencils

me neither. i see magnification, but not growth. it just feels like the same award annual formula again.

Guest's picture
Guest

Are u guys working in advertising or what??
I wish i could see every day print like this.
It's a cup which looks like a magnifying glass.
Simple i like it. Well done.

Disco Munky's picture
Disco Munky
3900 pencils

You're a fool.

A cup that looks like magnifying glass is not a great idea, and it doesn't tie into seeing your future. Which is what the line implies. Drink this and you'll live to see you kids grow up. Weak visual gag that doesn't do much to sell the brand.

You shouldn't be in this business mate. You're clearly sub-standard.

"stay low, move fast"

Doin' it for the points

Guest's picture
Guest

And you're clearly a fuk hole....mate.

Disco Munky's picture
Disco Munky
3900 pencils

Yep, sub-standard....."fuk hole"? seriously?

"stay low, move fast"

Doin' it for the points

Guest's picture
Guest

It's a little more gutsy than "cheese face" don't you think???

Disco Munky's picture
Disco Munky
3900 pencils

You think it takes guts to write "fuk hole"? Are you 12?

It would take guts to write that I'm going to come find you and personally finish this face to face, and mean it.

I'm clearly not going to do that, but you get my point.

"Être un invité, doit être un imbécile"

Doin' it for the points

Guest's picture
Guest

Yeah, another pixie stick on here actually said almost exactly that.
"i'll find you and slash your rotten face, i'm warning you mother fucker!" I'm beginning to think that you and Everartz are really just one person...

Guest's picture
Guest

Will you shut up already

Guest's picture
Guest

I'm sorry, I forgot. It's a Gay Pride Day on here today.
I'll just shut up and sit back and enjoy the parade.
Please continue on with the procession...

Guest's picture
Guest

the hole is in your fat one

Guest's picture
Guest

are you calling yourself a fool mate!!....learn before you contradict!!!

Disco Munky's picture
Disco Munky
3900 pencils

You're clearly a retard. Go play in traffic.

"Être un invité, doit être un imbécile"

Doin' it for the points

Guest's picture
Guest

Wow. Superb and effective.

Guest's picture
Guest

Gooud you are too good.

Guest's picture
Guest

Rocks...

Guest's picture
Guest

Brilliant. simple and very power full.

Guest's picture
Guest

Cannes. Rocking.

Guest's picture
Guest

Sure, it's a winner.

Guest's picture
Guest

Bulls eye. keep it up.

Guest's picture
Guest

What a power full thought. Mr.Gooud what are you doing in JWT. you are superb.

everartz's picture
everartz
7613 pencils

whats so effective and award winning about this???
--
Everartz

| Everartz |

Guest's picture
Guest

Everartz doesn't really understand anything about advertising. Become a lawyer...

everartz's picture
everartz
7613 pencils

watch your words mr invisible! if you have the guts you would register here with a name.. then i'll find you and slash your rotten face, im warning you mother fucker!
--
Everartz

| Everartz |

Guest's picture
Guest

Yep. A defense lawyer. ;)

everartz's picture
everartz
7613 pencils

a defense lawyer! i see your words became less... you pussy!
--
Everartz

| Everartz |

Guest's picture
Guest

defense lawyer or a pussy you guys definitly need horlicks to grow

Guest's picture
Guest

I'd LOVE to see a defense lawyer throwing around words like "motherfucker" and "pussy" in a courtroom! HAHAHA!

This Everartz guy is such fucking joke (I meant PUSSY!)

Guest's picture
Guest

(Japanese accent) a defence loyaa and dengaras ninja/samurai san who slash ur face if he find u!!!! hahahah!

Guest's picture
Guest

One of my favorite activities here is to checkout websites or blogs from those people who allways criticize everything and see how lame their work is compared to what they say.

Disco Munky's picture
Disco Munky
3900 pencils

Whatever dude. I think this is pretty decent;

http://2.bp.blogspot.com/_dBQFpo2iA-8/SCMR9_HZb5I/AAAAAAAAAEI/qVIh_9JB...

"stay low, move fast"

Doin' it for the points

everartz's picture
everartz
7613 pencils

i just didnt like what that guy said to me that i dont know about advertising, we are here to give opinions and learn from each other, but when it comes to the personal level of talk then this is the area where we should avoid coz we dont want clashing. and i still say this ad sucks and doesnt create any value of foreseeing the future what so ever...
--
Everartz

| Everartz |

Guest's picture
Guest

Go cry to your mommie pixie dicks!
You two deserve each other...

Disco Munky's picture
Disco Munky
3900 pencils

So now I've got one more friend..and you have...?

"Être un invité, doit être un imbécile"

Doin' it for the points

everartz's picture
everartz
7613 pencils

man i just want you to consider ignoring these "guest commenters" as they are not here to make any comment about the ads, they just want to have fun abusing others, take it easy mate and get my hotmail and lets talk sometime...

IVAN I STRONGLY RECOMMEND YOU TO DISABLE THE "GUEST COMMENTING" FROM THIS PLACE, THEY ARE TAKING THE WHOLE AREA TO A LOW LEVEL OF COMMUNICATION!!!
--
Everartz

| Everartz |

Guest's picture
Guest

Once again, you two faggots can dish it out but you can't take it. (except in the butt). Now you're whining to Ivan when the insults are aimed at you. I highly suggest you either change your ways when you post here and keep your comments to the ads -- or deal with the monster YOU'VE created.

everartz's picture
everartz
7613 pencils

look who is talking a fucker who learned how to type abusings!!!
and if you think your a monster that i created then i know how to shut your hole forever, do you hear me FOREVER.. now buzz off and learn how to speak you son of the holy whore!
--
Everartz

| Everartz |

Guest's picture
Guest

u said "fucker' and that's an abuse too!...keep cool...ignore the rut...bring yourself back onto the highway and stay happy!!...my god Everatz!...your conduct is not pure as far as you comments are concerned....your name appears but not of those guest commentators...so don't be Eve...(means don't give way to temptations), instead be the good 'Everatz' that you are.

Guest's picture
Guest

Gawwwd!!! How many times do I have to ask you to stop sucking each other's dick in public??? I thought you guys were somewhat "discreet" before, but now, you're both like "we don't care who's watching."

Like I said, get a room PLEEEEEASE!!!

everartz's picture
everartz
7613 pencils

suck each other's dicks in public? i think i understand why you insist on this phrase all the time "sucking"... probably you want a share or maybe both our dicks for you alone, huh? is that what you want? answer you fucken caward? ANSWER!!!!
--
Everartz

| Everartz |

Guest's picture
Guest

superb visual interpretation, muct say. justifies the brand ideology.

Guest's picture
Guest

superb visual interpretation, must say. justifies the brand ideology.

Guest's picture
Guest

anyone explain wt does this mean?

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

I think it's a vitamin fortified drink of some sort, like Milo. The ad is targeted at parents with little growing children. If you zoom in closer, you'll get the idea better...

Very interesting and clever art direction.

Guest's picture
Guest

I really dont get it...

TRICKY's picture
TRICKY
3950 pencils

***thumbs up***

The man who stops advertising to save money is like the man who stops the clock to save time

Nanel's picture
Nanel
283 pencils

MAGNIFYING GLASS YOU STUPID GUEST COMMENTERS!!!!!!!!!!!! Oh god, there are people that shouldn't be visiting this website.

BY THE WAY, COOL AD, VERY CLEVER

eldeadevis's picture
eldeadevis
306 pencils

Great! ants can drink this shit and grow...

Guest's picture
Guest

It's a 'visual collision'; birds eye view of a drink and a magnifying glass.

Nice work. Clever.

Guest's picture
Guest

Horlicks is a big brand in many parts of the world. So they don't need to explain it to their market.
It's quite clear.

But.. A magnifying glass / cup? It's okay but not sure if it's "Cannes" worthy.
This kind of visual coincidence has been done so many times so when you use it, it had better be mind numbingly fresh..

This is good. Not great. But good.

Guest's picture
Guest

Smart!

America's picture
America
57 pencils

Wow. It took me some time. Talk about "AH-HA!"

Guest's picture
Guest

ok.....so all you people out there....i realised that no one has exactly explained the idea...i donno how many of you who said "superb" really understood the message or not...

let me put it this way....

its a magnifying glass as well as a horlicks cup....so it says that if you drink Horlicks, you will need a magnifying glass to see the growth....hmmm.....will the growth be so unnoticeable.....? i wonder...and in case they have just tried to tie the line "see your children grow" with the visual, its really not an award winning campaign I bet...

any comments!!!!!!?

Guest's picture
Guest

Agreed. where is the thought? very negative visual. line is too explanatory.

john doe's picture
john doe
1571 pencils

agree.
much excitement about an encrypted idea. cannes? i guess not.

Guest's picture
Guest

If you don't know anything about the brand, it's useless. But this ad assumes you DO know something about the brand, so it's fine.

It's as if Tide put out an ad that didn't say "Tide is a laundry detergent" and all these people started commenting saying they don't understand what the ad is about because it doesn't explicitly SAY what the product does. If you don't get it, it wasn't intended for you!

Guest's picture
Guest

Nice idea...but feel the line isn't required especially in the context where people know the brand.

skinny's picture
skinny
161 pencils

Like it.

Shaka_Zulu's picture
Shaka_Zulu
116 pencils

Magnifying glass = Growth? Mmmmm... Nice visual but the idea is questionable!

Now... inspire me!

Guest's picture
Guest

Too Cool. Way to go.

Guest's picture
Guest

very good nice work JWT

Guest's picture
Guest

respect for great gob .. well done

Guest's picture
Guest

Now give us the women's mags it run in India - what? It only ran in the agency's newsletter? Who would have thought.

Guest's picture
Guest

very nice execution but totally incorrect for the brand. Horlicks, if anything, is about 'growing faster than normal' and normal being without a suppliment. Whereas a magnifying glass is needed to see things that are otherwise hard to see. so in effect the mag glass connotes that the growth would be harder to spot. CANNES? please!

Guest's picture
Guest

An interesting illusion that doesn't persuade or seem all that relevant.

hungryhunter's picture
hungryhunter
22 pencils

This is brilliant....get ready for countless trips to the podium this year Shammsunder:)

Disco Munky's picture
Disco Munky
3900 pencils

I took the time to read all the comments on here, and even held my tongue when everartz was getting crap from a Guest, but seriously dude?

Are you kidding? This isn't brilliant. It's a neat visual, but there is no link to either the idea or the line.

C'mon, this is just lame.

Not an award winner man, sorry.

"stay low, move fast"

Doin' it for the points

Guest's picture
Guest

Yah, she is searching her kid.

Guest's picture
Guest

Very good. Clever.
I don't know anything about this brand, but it's so simple to understand.

Guest's picture
Guest

oh! really good gold

Guest's picture
Guest

AWESOME!!

eldeadevis's picture
eldeadevis
306 pencils

ants can grow! BRAVO!

Guest's picture
Guest

As a father of a 3 year old son, I enjoyed this one very much!
Pretty clever visual metaphor. Every now and then, parenting does seem like a bit of a science project!!
This definitely speaks to me!

DarkSide's picture
DarkSide
1068 pencils

Good ad.
But advertising being an industry that is ruled by fashions and trends, this one won´t win anything because this kind of "something that looks like sometghing else" has been seen and done too much

Guest's picture
Guest

The ad tells me that the growth would be so minuscule, i need a magnifying glass to actually see it. Brand communication like this is only going to let Complan eat more into Horlicks' market share. keep it up.

Rajendran Nair

rainbow's picture
rainbow
30 pencils

Hot stuff. love it.

Guest's picture
Guest

a lotta jwt guys are spamin here. haha

Guest's picture
Guest

honey, horlicks shrunk our kids.

ashzim's picture
ashzim
8 pencils

clever.

Guest's picture
Guest

sooo it looks like a magnifier.... and what does it have to do with milk and chocolate.... even if it's " ohhhh look from this angle it looks like a magnifier...." so whattt, and does it deserve all these commentsss, i don't understand you guys

Guest's picture
Guest

like i said there are a lotta jwt guys spamin and singin praises... hahaha

Guest's picture
Guest

All you need to know is that Disco and Everatz are butt-fucking, ball-licking fags. (and I'm not talking about cigarettes)

macuser's picture
macuser
32 pencils

What! I'm appalled by these comments. I personally take offense to anyone being called a f*g, let alone the rest of these insults. I registered an account because of all the calls for Guests to register, but don't think I'm going to stay long if this continues. Who's the moderator on this site? and why didn't they step in sooner?

KbxAdz's picture
KbxAdz
934 pencils

kitne bhej rahe ho cannes sham bhai, itne saaron main se ek-do toh pakka jeetenge, badhai hooo

You Are What You Expect

eldeadevis's picture
eldeadevis
306 pencils

ants can grow! ants can grow!! hahahaha

Disco Munky's picture
Disco Munky
3900 pencils

Ivan, did you delete a bunch of posts off this page?

I understand why, I just wanted to check I wasn't going full on Banana-sandwich.(crazy)

"Être un invité, doit être un imbécile"

Doin' it for the points

Guest's picture
Guest

Ivan! Ivaaaaaaaaaan!!!
GOD, you're such a.... such a... I don't know, a cry-baby fag???
Take care of yourself, bye!

Guest's picture
Guest

We all know why he did it Disco -- because you're such a hated Ass hole around here, Ivan now has to waste his time protecting you and the reputation of his site. By the way, this ad is too vague.

Disco Munky's picture
Disco Munky
3900 pencils

Fuck the two of you. And Ivan I'm glad that you see fit to allow these constant homophobic insults to continue, but I say one thing about how they all had their mothers and sisters raped and you take everything down.

Good show. This place just became Ads of the hypocrisy.

"Être un invité, doit être un imbécile"

Doin' it for the points

Guest's picture
Guest

BWAAAAAHHHHH! Looks like we've touched a nerve. Seems the crybaby faggot Disco can dish out the insults but he can't take them. Deal with it homo! You brought it all upon yourself you pompus Uncle fucker! By the way nice ad.

Disco Munky's picture
Disco Munky
3900 pencils

What nerve? You sad little child. You consider calling someone gay an insult, and I'm the one who's got the problem? That makes sense. Your mother screams like a victim when I force my tiny gay cock into her fanny with a knife at her throat. Your father, being the half man he is, cries in the corner watching.

See, we all know words. We can all be internet tough guys. Can we all work with international clients? Can we all win awards? Can we all make movies that appear in film festivals from London to New York? Can we?

You keep calling us gay and you'll only prove that you're just some no talent loser who's obviously too insecure, and ignorant to see that they are just proving everything I've ever said about Guests on this site true.

Hey Ivan here's your que. Delete.

"Être un invité, doit être un imbécile"

Doin' it for the points

Guest's picture
Guest

Hi Debi
when u became a photographer???? ha ha ha . Manas

Guest's picture
Guest

your name should be shyamsunder baad

Guest's picture
Guest

you should change your name to shyamsunder bad.

Guest's picture
Guest

Must say very nice Idea...........The link between the cup and glass awesome.........
Pls ignore the negative comments........

ancianelo's picture
ancianelo
8 pencils

Must say very nice idea.....C`mon and stop trying to fool yourself, put your real name on your comments so everyone knows that you are leaving 25 different posts on the same ad.

louie_wang's picture
louie_wang
160 pencils

nice!

Guest's picture
Guest

disco munky idiot

Disco Munky's picture
Disco Munky
3900 pencils

You finger your mum with that typing digit? Sicko.

Doin' it for the points

Blashyrkh's picture
Blashyrkh
32701 pencils

My little ones? Which ones? My b.....? No can't be. They're already big.

smnk's picture
smnk
20 pencils

Beautiful

ancianelo's picture
ancianelo
8 pencils

Funny thing that almost all the good comments to this ad came from Guests. That makes me think that is the same dude that wants his ad to be well voted, and made tons of very professional comments, i would like this Guest that is insulting people to tell his real name. If he has the balls to do it.

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