Horlicks: Muscle power

A unipole innovation displayed Horlicks as a drink which strengthens a child's brain and body. The innovation was supported by regular outdoor campaigns in various outdoor media.

Horlicks, the health drink brand of GlaxoSmithKline (GSK), recently carried out an outdoor campaign to focus on consumption during the examination season. 'Keep a child's Brain Ready and Body Ready during exam season' was the message communicated by the creatives, strategically placed at high traffic areas across Delhi and NCR.

Going towards Gurgaon at Sikandarpur, an innovation measuring 30 X 15 feet was displayed over a unipole, wherein a huge cut-out of a Horlicks milk glass with muscles was placed to showcase the strength it provides. The cut-out was back-lit with LED lights and carried the message 'Brain Ready and Body Ready'.

Another creative on a billboard featured an image of a child with two Horlicks bottles and a message that read 'Brain aur Body Exam Ready with Horlicks.' The bottles and the copy were back-lit with LED lights. The innovation was continued for 10 days.

Puneet Das, general manager, Horlicks, says, "The OOH Campaign was carried out to amplify the communication 'Horlicks makes Brain aur Body Exam Ready.'Since OOH is a cluttered medium, we wanted an eye catching innovation so as to grab the attention of the target group. The innovation was specifically designed to arrest instant attention and stand out among hundreds of hoardings. The campaign has helped us to reach out to a wide set of our consumers with the message of 'Horlicks increases the power of milk'."

The OOH campaign was supported by a traditional outdoor campaign over various media such as billboards, unipoles, bus queue shelters (BQS), bridge panels, wall wraps and metro pillars. The agency branded 32 bus shelters with the campaign.

The OOH campaign was executed by two agencies, Kinetic India and Mindshare India, while the creative agency was JWT.

Amit Sarkar, national director, Kinetic Worldwide India, says, "The objective of the campaign was to strategically place and increase the visibility for the message, which says that Horlicks makes children brain-ready and body-ready for the examinations. The idea was to let the children and mothers believe that Horlicks is the drink for them in the exam period."

The campaign kicked off on February 1 and carried on till February 15. It aimed to create huge impact by marking a presence at all the high traffic areas across Delhi and NCR.