Horlicks: Engagement In A Media Dark Market- 81% Delivered

Horlicks, a malted milk drink brand, increased awareness of its nutritional benefits in rural India by creating a scaled mobile engagement programme whereby consumers signed up to a conference call to find out more about the product.

Campaign details

Brand: HorlicksLead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

Gone are the days when only Urban consumers bought packaged goods and brands. Today growth of CPG industry in India is fueled with rural market penetration. GSK's leading Health Food Drink brand Horlicks also sees Bihar and Jharkhand as major contributor to brand's sales from east region.

The need for nutrition has always been high on a mother's radar, however Nutrition absorption was a key differentiator for Horlicks in an intensely competitive market. We had the task of driving this message home for the women...

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