India, which acquired the Halls brand from Pfizer & Warner Lambert in 2003, has released the brand's first television commercial for 2008. The campaign talks about the enhanced product offering and seeks to strengthen Halls' brand appeal.
Actor Vinay Pathak features in the TV commercial, which communicates the new brand positioning, 'Cools Throat and Gives Intense Cooling', in a humorous and engaging manner. Confectionery being an impulsive category, the TVC for Halls, a cough mint, is loaded with irreverent humour. The TVC went on air on various channels beginning March 7.
Available in three distinct flavours, mentholyptus, ginger and orange, the new Halls has been redesigned to create a rounded eating experience for consumers along with a stronger tasting formulation.
Says Sanjay Purohit, executive director, marketing, Cadbury India, "At present, the mint category is growing at a rapid pace. The enhanced product offering supported by the advertising campaign will give a fresh appeal to brand Halls." The TVC has been created by Contract Advertising.