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

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.

Credits:
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