Horlicks: How Horlicks Proved That Content Hits Home Only When Localized

Horlicks, a malted milk hot drink, drove brand association using mobile audio stories containing information around exam preparation.

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 is no different. Bihar and Jharkhand were major contributor to brand's sales from East region. Within this, 80% of sales in Bihar were from Rural households.

School exam time is a key contextual communication hook for Horlicks driving brand association with increasing attention and concentration for kids. Even in rural bihar, the...

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