OMG (Oh My God) - The advertisement duration is down to five seconds - When the things get tough - the TOUGH have to get going!

I was at home watching the Television when I saw the new advertisement by Horlicks "for the first time in 100 years of its existence, Horlicks introduces a new chocolate flavored instant Drink'. The voice over got my attention. 

Very interesting concept. The world has moved towards instant gratification and Horlicks had to take cognizance. The customer no longer has the patience nor the time needed to wait for water to get boiled and mix Horlicks. Instant Horlicks is more fast, mix it directly with water or milk.

To drive home the concept of instant gratification Mindshare  the advertising agency deployed a unique strategy.

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk and added a 5-sec tag that preceded the original commercial. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this advertisement. 

This is brilliant conceptualization and even more brilliant understanding of Consumer Behaviour. Online customers tend to be impatient and hardly watch any advertisements. They do watch - only if they are compelled. Most of us automatically search for any videos first at YouTube and wait impatiently for the first five seconds of the advertisement to play out before skipping the later part of the advertisement (the first five seconds of the advertisement has to be watched compulsorily before one can watch the interested video). By putting it in the first five seconds Horlicks is ensuring eyeballs. Brilliant concept and brilliant execution.

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf