Horlicks Mission Nutrition

Ruchi Sharma

Campaign details

Brand owner: GlaxoSmithKline
Agency: Mindshare
Brand: Horlicks
Country: India
Industry: Non-alcoholic, soft drinks
Media budget (USD): $500k - $1 million
Channels used: Events and experiential, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Public relations, Radio, Television

Executive summary

Horlicks has been sold in India for 100 years and is the leader in its category of nutritional beverages, with more than 44% share of the Indian market. In 2011 its share was declining rapidly as consumers struggled to differentiate it from rival brands. This case study outlines how the brand invested in a "Mission Nutrition" positioning for the Indian market, a country with a large number of under-nourished children. The resulting "Aahar Abhiyaan" initiative brought in children in West Bengal to create an art programme about child malnutrition that could be presented in public spaces and endorsed by celebrities and politicians. As evidence of the success of this approach, this case study cites a variety of forms of participation, media coverage and increased share for the brand.

Campaign background