Horlicks and A R Rahman collaborate to make learning easier for students this exam season with ‘Fearless Songs’

Horlicks and A R Rahman collaborate to make learning easier for students this exam season with ‘Fearless Songs’ 

In the second year of the ‘Be Fearless’ campaign, Horlicks endeavours to provide an engaging way of helping kids prepare for their exams and overcome the effects of rote memorization

crafted by FCB India

New Delhi, January 19, 2019:  With the exam season looming, Horlicks aims at making learning productive and fun for students with their new campaign ‘Fearless Songs’. Introducing a refreshing take on learning, the brand collaborated with music maestro A R Rahman to produce an interactive music video for kids. During exams, kids often lose their ingenuity while learning under the pressure, of performing better. Horlicks recognized this gap and focused on providing alternate learning techniques which could help in better memorization for kids through music. 

‘The Fearless Songs’ journey, which began in 2018 in West Bengal, collaborated with famous singer – Rupam Islam, to make learning easier for students. In an interactive video, Horlicks and Rupam Islam demystified the intricate formulas of Chemistry by associating them with our daily lives. With a remarkable success and response for the first song, Horlicks introduced the campaign nationally, this year. A nationwide rollout by tying up with possibly the biggest music maestro in India – A R Rahman, who makes a similar attempt with Tenses this time. The maestro explains the Present Perfect tense through his composition with a HPP hack.  The selection of topics for the songs (Chemistry formulae and Tenses) is backed by research and these were shortlisted basis the Google search data for middle school children. 

With ‘Fearless Songs’, Horlicks continues to advocate the confidence to tackle exams with better preparation. The idea stems from the fact that music plays a key role in unlocking learning and memorization. With music, even the most annoying topics can be transformed into enjoyable songs, possibly helping kids to be more attentive and concentrate better. ‘Fearless Songs’ will help kids to shed exam jitters and greet each challenge with a fearless smile. The film has been created by FCB India. 

About the Film: 

The story of a kid struggling with learning his English tenses we see how he uses music to better understand the topic. 

The film starts with a kid sitting in a bus dazed and confused while trying to understand tenses from his course book. We then cut to a classroom where A.R. Rahman appears as an English teacher and tutors the child on a simple hack to remember the topic using Music. The film transition through the school with the kid becoming more and more confident as the whole class chimes in to help the protagonist learn. Finally, through a grand finale, the kid understands how tenses are to be used. 

The entire film has a musical feel towards it which is highlighted with the presence of A. R. Rahman. 

Link to the film: https://www.youtube.com/watch?v=iXh4ebvUyd4 

Excerpts from Spokesperson 

Vikram Bahl, Executive Vice President Marketing, GSK Consumer Healthcare India said, “We at Horlicks understand the stress that students undergo during the exam season. After laying the groundwork to tackle exams with confidence last year with the ‘Be Fearless’ campaign, Horlicks endeavors to continue making learning more productive, this time using music. Hence, we collaborated with music maestro AR Rahman, who with his exceptional musical talent, helped us create a composition on Tenses, one of the top searched topics by kids during exam time. He is the perfect fit for the campaign, considering his connect with the masses and with the brand in his growing up years. We want kids to face the exam season confidently, by promoting smarter and alternate learning methods, which we believe help in better understanding and retention of tough topics and therefore make kids more confident to tackle exams.” 

AR Rahman on his collaboration with Horlicks said, “I believe it is important for me to connect to the gennext ‘s cause and the brand, during a collaboration. Horlicks was a part of my childhood, like I grew up with music, and the brand resonates with me. Music brings out the best in children and with “Fearless Songs” we intend to add a musical twist to learning and reduce the immense pressure kids face during the exam season, enabling the journey from fearful to fearless!” 

Swati Bhattacharya, CCO, FCB said January to March are exam pressure months all over India, that’s 90 days out of 365 gone out of a child’s life. So, the brief we gave ourselves was how could we bring the childhood back? By using music as an unlock to help the child prepare for exams, we helped reduce fear and made preparation more enjoyable. The fearless songs were written keeping the curriculum of children in mind, helping them not to memorise, but understand and retain them better.

 

Campaign Elements: Digital 

Client: Horlicks India (GSK Consumer Healthcare) 

Creative Agency: FCB Ulka 

CCO: Swati Bhattacharya 

Creative Team: Anusheela Saha, Sumitra Sengupta, Sreya Basu, Swati Singh. 

Account Management: Debarpita Banerjee, Shreekant Srinivasan, Jyotsana Kaushik, Ishaan   Khandpur, Vishakha Khattri 

Film’s Department: Alpa Jobalia, Mazhar Khan

Director (of the TVC): Ken Rolston 

Exécutive Producer: Radhika Joshi, Zina Khan 

Production House: Storytellers

 

TVC Details: Digital

Working title of   film: Fearless Songs

Duration:2.13 minutes

Campaign breaks   as of: 04. 02. 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.

Media Contacts:

Genesis Burson-Marsteller                                                       

Lavanya Gupta

Lavanya.gupta@genesis-bcw.com

9873041540

 

FCB India

Arushi G Phillips

Arushi.phillips@fcbindia.in

965002114