Categories Name : Marketing Strategy

Sub-Category : Best use of Apps/Games for Marketing

Entry Name (Campaign) : What's in a Cup of Horlicks - Demystifying Children's Nutrition for Mothers

Results

Indian mothers relied on milk to fulfil their child’s nutritional requirement. With better distribution channels, milk became available everywhere across the country, and moms started using HFDs (health food drinks) such as Horlicks as an additive to milk to provide better nutrition to their kids. HFDs in South India are evaluated on their nutritional capabilities, making taste is secondary. Horlicks was a strong market player, but its core messaging was losing relevance as mothers could no longer relate to it. It was vital for the brand to revamp its messaging keeping today’s nutritionally conscious mother in mind. - 9mn+ views were recorded on the content pieces by the influencers using the AR filter, which exceeded expectations by 30.7% - 92% of the women who recalled the filter, remembered ‘What’s in a Cup of Horlicks’ - 50k+ mothers were engaged via mom influencers, resulting in 7k+ positive brand sentiments recorded - Multiple awards won across domestic and international platforms (FOMG Creative use of Media 2022, ABBYs 2022) - 37% increase in brand awareness - 27% increase in the consumer intent ensured the brand’s changed messaging resonated with the target audience - 60k+ mothers played the AR filter game and 86% of the campaign audience being women ensured Horlicks’ messaging reached the desired audience group.