The brand/business objective
Horlicks needed to gain competitive advantage by establishing advanced scientific concepts like "Horlicks contains Bio Available Nutrients" and "Nutrition Absorption in children bodies".
We needed to establish these "scientific credentials" at scale in Bihar, a key but unfortunately media dark market, where reaching intended audiences is a challenge.
The target audience
We aimed to target women from 25-44 age group in rural markets of Bihar and Jharkhand. Bihar/Jharkhand was a key market for Horlicks East region business with majority of sales coming from rural areas. It was critical to engage the TG in the brand communication and...