Horlicks: Emotional Nutrition

Horlicks, a malted milk drink brand, raised awareness of the issue of student suicides across India during exam season by launching PR and films that showed mothers the importance of mental nutrition, as well as physical.

Campaign details

Agency: Genesis BCWBrand: Horlicks

Situation Analysis

Every hour, a student commits suicide in India. Conversations with counsellors reveal exam and career stress as one of the key reasons. Horlicks, which has always focused on the need for extra nutrition during exams, realized that there is another type of nutrition that is equally vital—emotional nutrition. Based on this insight, Horlicks decided to shine a light on the issue, using the example of Kota, a small town in Rajasthan, India, and the hub of private coaching institutes for the toughest competitive college entrance exams.Using hard-hitting...

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