It’s just the 2nd month of 2018, but Horlicks India is already on a roll with two back-to-back campaigns. While the #NoFearNewYear campaign launched early this year addressed the issue of exam fear among secondary and high school students, the latest unveiled campaign, Fearless Kota – Horlicks, focuses on students who’re all set to take the IIT exams in the upcoming months. Talk about being relevant and timely!
Fearless Kota, Horlicks’ new digital campaign created by the advertising agency, FCB Ulka uses compelling video content to give us a glimpse into the lives of students at the coaching hub of India, Kota. Over the years, Kota has seen a rapid rise in the number of student suicides, and most of it can be attributed to the innumerable pressures student face in their desperate dreams to secure a seat in the prestigious IITs. The video, aptly titled, Fearless Kota, is divided into halves. The first half takes viewers through alarming statistics on student suicides and the second half springs in the key element of the idea (parents giving a surprise visit to their children during the peak of exam preparation, sponsored by Horlicks India!). It is the second half of the video which highlights the importance of emotional support which students lack in the tough exam preparation time. And the lack of it, often leads to tragic consequences such as suicide.
The emotional execution of the video drives home the message that ‘Emotional Nutrition’ is just as important as ‘biological nutrition.’
If Horlicks can further take this ‘emotional nutrition’ narrative ahead and add even more depth to it in their next phase, it will add great value to their brand recall. We at COTW will eagerly wait for a follow-up campaign.
What about you? Did you like this ad? Tell us in the comments below.
Brand : Horlicks
Agency : FCB Ulka
Concept Note : The exam nutrition you didn’t know about – Fearless Kota – Horlicks
Client : GlaxoSmithKline
This #FearlessKota Ad is related to:
GSK Consumer Healthcare, Fearless Kota, Marketing, Kota, India, Horlicks India, FCB Ulka, Nutrition, Mother, GlaxoSmithKline, GSK, Education, Marketing Campaign, Digital Campaign, advertising agency, Horlicks Exam Time Anthem