The campaign was conceptualised by FCB Ulka.
Swati Bhattacharya, chief creative officer, FCB Ulka, stresses that brand Horlicks has had a long association with campaigns around exams, starting with one titled “Exam ka bhoot bhagao” about 11 years ago. The brand has been airing TV ads every year during the exam season.
“The exam brief is something we have been doing for years. But this is the first time we have done an activation,” she says. While “Fearless Kota” takes forward the general idea of fearless exams, the idea behind the campaign sprang from the question of which is the “most fearful geography” in India in terms of exam tension. As Kota emerged as the answer, the next question for the brand was what could it do to relieve children of this fear?
“That’s how emotional nutrition came into play, and it’s a big idea for that we are going to work on for years. Fearlessness during exams depends on two things. One is physical nutrition, and the other is emotional nutrition,” says Bhattacharya.
She points out that Horlicks hasn’t done strong digital communication or activation earlier. After the creative mandate for the brand was bagged by FCB Ulka last year, the agency has been planning more on-ground activation and experiential ideas. For example, the brand will run a free courier service for any mother who wants to send anything to her child in Kota in a jar of Horlicks.
GSK Consumer Healthcare Ltd is a leading player in the Indian health food drinks industry. Besides its flagship product of Horlicks, GSK manufactures Boost which is among the top three health food drink brands in the country, according to the company.