Horlicks brings mothers closer to their children with the assurance of emotional nutrition
12 February 2019
‘Bottle of Love’ the latest campaign by FCB India, helps children fight stress this exam season
New Delhi, January 30, 2019: With the exam season around the corner, children need more than just nutrition to tackle stress and better prepare. An additional need for emotional support is high as students constantly battle immense pressure, more so when living away from their homes. Answering this silent call, Horlicks unveiled the campaign – “Fearless Kota” last year. The campaign successfully spread the message on the missing emotional nutrition in a student’s life and reunited mothers with their children, encouraging students to take on their exams fearlessly.
Adding even more depth to the “emotional nutrition” narrative, Horlicks is back again with a brand-new campaign “Bottle of Love” which now reconnects mothers to their children across the country. With the new campaign, Horlicks empowers mothers to break down locational barriers and share a bottle filled with love, helping kids to better prepare for their exams. After last year’s success in Kota, Horlicks continues to deliver emotional nutrition to kids by taking the initiative nationwide, giving kids the support they need to greet each challenge with a confident smile.
The new campaign enables parents to share a bottle of love by registering on www.bottleoflove.in. When on the website fill in the details for your request, after which an empty bottle will be sent to you, to fill with things you want to send. We will then deliver this very special bottle to your children and let love work its magic!
About the film:
The new film plays out the real-life bytes of children talking about their journeys away from home and the emotional stress they undergo. It also shows mothers trying to relive the moments spent with their children and filling the Bottle of Love with goodies from home which are then sent to their children.
Link to the film: https://www.youtube.com/watch?v=R3c0ENcF02w
Excerpts from Spokesperson
Vikram Bahl, Executive Vice President Marketing, GSK Consumer Healthcare India said, “We recognize the emotional stress in children during exam time and the need to provide them with emotional nutrition. Horlicks, as a brand, has always aimed at providing students the support they need to excel in all their endeavors. This time we went a step further with this campaign and launched it across India, in a bid to connect and reconnect children with their mothers.”
Swati Bhattacharya, CCO, FCB Ulka said, “Almost every household in Bihar, Bengal and down South is home to a Horlicks bottle. There is hardly a house that doesn’t have one. And by using the bottle, using its body to be the medium of sending ‘emotional nutrition’ from mothers to the children battling exam stress, is the insight that forms the foundation of this film.”
Campaign Elements : Digital
Client : Horlicks India (GSK Consumer Healthcare)
Creative Agency : FCB India
CCO: Swati Bhattacharya
Creative Team : Abhijeet Ray
Accourt Management : Debarpita Banerjee, Shreekant Srinivasan, Vishakha Khatri
Planning : John Thangaraj, Gurleen Pal
Director (of the TVC) : Veneet Raj Bagga
Exécutive Producer : Aanchal Bhargava, Anshul Jain
Production House : Onions Creative Media
TVC Details : Digital
Working title of film : Fearless Kota 2.0
Duration :3 mins
Campaign breaks as of : 20. 01 .2018
About GlaxoSmithKline Consumer Healthcare Ltd
GSK Consumer Healthcare Ltd is the category leader in Indian health food drinks industry. Our flagship product Horlicks leads the market, while Boost is among the top three health food drink brands that India prefers. Our manufacturing plants are located in Nabha, Rajahmundry and Sonepat. In India we have an engaged workforce of over 3800 employees. GSK also markets and distributes a range of everyday health products such as Eno, Crocin, Iodex and Sensodyne. Our marketing and distribution network comprises over 800 distributors and a direct coverage of over 8 lakh retail outlets.
GSK Consumer Healthcare Ltd is an associate of GlaxoSmithKline plc. of U.K, one of world’s largest consumer healthcare companies. We have a heritage that goes back over 160 years. Our purpose is to help more people around the world to do more, feel better and live longer with everyday healthcare products. Our goal is to build a global, growing business - we call a Fast-Moving Consumer Healthcare (FMCH) company - dedicated to everyday healthcare with all of the scientific expertise and quality guarantees that demands, working at the speed and with the genuine consumer understanding the modern world expects.
GSK Consumer Healthcare globally owns some of the world’s best loved healthcare brands, successful in over 100 countries. These include Sensodyne, Theraflu, Paradontax, Panadol, Polident, Otrivin, Horlicks and Physiogel.
Arushi G Phillips