Horlicks: When Horlicks skipped the ad and told a story in rural Bihar

Horlicks, a health food drinks brand, launched a mobile audio-messaging campaign in India, in order to build brand awareness across rural areas.

Campaign details

Brand: GlaxoSmithKline Pharmaceuticals Limited/HorlicksLead agency: Mindshare IndiaRegion: APAC

Objectives

Gone are the days when only Urban consumers bought packaged goods and brands. Today growth of CPG industry in India is fuelled with rural market penetration. GSK's leading Health Food Drink brand Horlicks is no different. Bihar and Jharkhand were major contributors to the brand's sales from the 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. We had...

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