Bottle of love by Horlicks India | A special kind of nourishment shipped in Horlicks bottles. #FearLessKota
Kota is a place best known for its abundance of coaching centres. It is the third most populous city in Rajasthan, and a large chunk of that population is attributed to aspirants of medical and engineering entrance tests. In such a setting, intense pressure and soul-tearing competition are at its peak throughout the year. Students go through a traumatizing experience that compares to the most gruesome trials a human being can go through. In the wake of this plight, Horlicks recently put together a campaign to assuage some of the emotional strain that the young inhabitants of Kota go through. As briefed in the promotional video, Bottle of love is a mother’s love, delivered in a bottle.
The firm responsible for the ideation of the campaign is FCB India, a Mumbai based advertising agency. The idea was to rekindle the missing sense of nourishment in students studying far from home. It was executed by asking the mothers of the kids studying in Kota to pack their personalized symbols of love in Horlicks bottles. From home-made butter to Banana chips, the mothers of these kids packed them a wide array of items that reconnected them with their roots.
The same bottles were later shipped off to the respective coaching centres of the aspirational students residing in Kota. What ensued later was an aura composed of joy, and a chain reaction leading to rejuvenated spirits and happy faces.
We feel that this campaign takes compassion to a place that is overlooked by many. It is a one-of-its-kind initiative that adds a positive spin to the many challenges of being a student in India.
Horlicks India – #FearLessKota #BottleOfLove
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Credits:
Client: Horlicks India (GSK Consumer Healthcare)
Category: Healthcare
Campaign: Bottle of love
Creative Agency: FCB India
CCO: Swati Bhattacharya
Creative Team: Abhijeet Ray
Account 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
