Women are known always known for their mental/emotional strength for being the backbone of the family, but rarely for their physical strength. Women’s Horlicks wanted to break this very notion through its latest campaign, ‘Stories of Strength’. The campaign celebrates women who dared to follow their unconventional dreams and showed the world that they are not just mentally but physically strong too. The campaign also urges strong women to take care the very thing that makes them strong from within: their bones. The brand firmly believes that if women become as strong in mind as they are in mind, they can go out and conquer whatever they set their eyes on. Bone health is extremely important, as every 1 out of 2 Indian women are at a risk of low bone mineral density (BMD) which can lead to osteoporosis.

Adding more depth to the ‘Stand Strong’ narrative and to celebrate and support physical strength amongst women, Women’s Horlicks collaborated with:
– Dr. Seema Rao – India’s first women commando trainer
– Ratna Singh – India’s first female naturalist
– Uma Das – India’s first woman Dhaki player

These women explain the challenges and difficulties they faced in their unique career choices along with the physical and mental strength it required to fulfil their dreams.

With this campaign, Women’s Horlicks empowers women to breakdown the misconception that women can’t be not physically strong. It also aims to engage, encourage and equip women with the physical strength that is needed to follow their passions.

Women’s Horlicks encouraged women to write their own stories of strength and share them at #StandStrong. Physical strength is displayed by women in various facets of life. But it is not talked about, not encouraged or celebrated. Now it is time we celebrate their stories of physical strength too.

Uma Das

Meet Uma Das as Women’s Horlicks traces her journey of becoming India’s first woman Dhaaki. Listen to her #StoryOfStrength on how she broke age old conventions and followed her heart. She is now an inspiration for many women who want to follow her footsteps.

Ratna Singh

Meet Ratna Singh as Women’s Horlicks traces her journey of becoming India’s first woman naturalist. Listen to her #StoryOfStrength on how she not only beat 500 applicants to get her dream job but also is on the path of teaching and encouraging tribal women to become independent.

Dr. Seema Rao

Meet Dr. Seema Rao as Women’s Horlicks traces her journey of becoming India’s first and only woman commando trainer. Listen to her #StoryOfStrength on how she prepares others for putting up a fight. She wants women to find their inner strength and be self sufficient in life both physically and mentally.

Credits
Client: GSK Consumer Healthcare
Brand: Horlicks
Product: Women’s Horlicks
Campaign: Stories of Strength
Hashtags: #WomensHorlicks #StandStrong #StoryOfStrength
Creative Agency: FCB India
CCO: Swati Bhattacharya
Creative Team: Anusheela Saha, Gayatri Sriram, Sumitra Sengupta, Amna Rahman, Anamika Kumari, Sreya Basu, Swati Singh, Ushna Chowdhuri, Tushar Singh
Account Management: Debarpita Banerjee, Sareesh James Kutty, Swati Mongia, Abhijeet Nagar
Planning: John Thangaraj, Tanvi Arora, Archita Ghosh
Director (of the TVC): Surjo Dutt Executive Producer: Mayuk Hazarika Production House: FuelContent

Tags:
GSK, GlaxoSmithKline, Digital, GSK Consumer Healthcare, Fitness, FCB FuelContent, FCB Ulka, Women Empowerment, Health, FCB India, Digital Campaign, Film, Inspiring, Horlicks campaigns, Horlicks Ads, Best Digital Campaign, Social media Marketing, Digital Innovation