The marketing objective
Traditionally, Ql is the highest consumption period for Health Food Drinks in the year. Synonymous with Exams -this period saw the highest recruitments into the category (new users of HFD) with mom's wanting to give the most nutritious diet to their hard-working children.
The HFD category had been experiencing headwinds with moms preferring to opt for home-made and traditional preparations over packaged drinks. This was showing up in lesser than expected sales growth and dip in equity. It was important to win back their trust and partner moms in this crucial exam time.
The objective thus was to build Horlicks imagery in "Offers all round growth and development" by 8+ pp, drive increase in consideration by 5+pp, thereby getting a lion's share of new category users.