Horlicks Protein Plus: Making protein a routine during the lockdown

Horlicks, a malted drink company, increased its market share and sales of its Protein Plus product in India by partnering with the e-commerce site Swiggy.

Campaign details

Brand: Horlicks Protein PlusAgency: MindshareRegion: APAC

Campaign video

Strategy

Objective

Horlicks, a legacy brand in India has launched a portfolio of nutritional products catering to adults and kids category. Horlicks Protein Plus, India's first protein supplement with triple blend formula was especially designed to cater to the protein needs of an adult. However, as per Indian Market Research Bureau (ICMR), 73% of urban Indians are protein deficient. Now, protein as a category has been around for more than 60 years in India, with ProtineX leading the category with 30% market share. Horlicks Protein...

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