Horlicks Fearless Kota campaign
29 January 2018
Emotional Nutrition- the recipe to defeat ‘exam’ stress
~‘Fearless Kota’- Horlick’s latest campaign to fight the exam stress~
New Delhi, January 29, 2018: Exam time means a lot of preparation and stress for students as well as their parents. Keeping pace with the exam stress, Horlicks unveils its latest campaign, titled ‘Fearless Kota’ to encourage students to take on the exam time fearlessly.
The campaign has been kicked off across social media platforms.
About the film
Kota is the biggest hub of the coaching centers for India's toughest entrance examinations. Every year, over 1.5 lakh students arrive in Kota, leaving their homes, in the hope that with expert guidance and sustained hard work they will be able to crack these exams.
With heavy financial investments and pain of leaving family behind, children find themselves in a stressful environment where there is competition all around and getting a good rank is all that matters in the world. This stress leads to phobia of exams, fear of failure and ultimately depression. In some cases, it forces children to take extreme measures to end their lives. Over the years, the toll of students committing suicide has been on the increase.
To do well in the exams, students must study in a stress-free environment without the fear of failure. This enables them to face the exams fearlessly.
Link to the film: https://youtu.be/0azhsVWu8uo
Excerpts from Spokesperson
Vikram Bahl, Area Marketing Lead, Nutrition & Digestive health, GSK Consumer Healthcare India said,“Horlicks, as a brand has always aimed at providing students with necessary nutrition to achieve more. Through the ‘Kota Fearless’ film we wanted to highlight that along with a healthy body, a healthy mind is equally important to perform, hence the right emotional nutrition is needed for children to overcome the fear of exams. The film captures the belief that a mother’s love is the best dose of emotional nutrition that helps a child overcome stress and face exams fearlessly.”
Swati Bhattacharya, CCO, FCB Ulka said, “It’s like Mother Teresa said – “The hunger for love is much more difficult to remove than the hunger for bread.” Students in Kota have access to the best faculty and world class facilities, but they’re missing a fundamental need that is as biological as the need for vitamins. We’ve termed this “emotional nutrition”, and Fearless Kota is our way of showing its power.”
Campaign Elements: Digital
Client : Horlicks India (GSK Consumer Healthcare)
Creative Agency : FCB Ulka
CCO: Swati Bhattacharya
Creative Team : Abhijeet Ray, Gayatri Sriram, Shailesh Khandeparkar
Account Management : Debarpita Banerjee Jyotsana Singh Kaushik, Yaman Gogia, Vishakha Khattri
Director (of the TVC) : Dhruv Grover
Exécutive Producer : Aanchal Bhargava, Anshul Jain
Production House : Onions Creative Media
TVC Details : Digital
Working title of film : Fearless Kota
Duration : 2 minutes 30 seconds
Campaign breaks as of : 24.01.2018
For further information contact:
Arushi Phillips +9650002114
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 4700 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 700 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, Voltaren, Theraflu, Parodontax, Panadol, Polident, Otrivin, Horlicks and Physiogel.