Horlicks has launched two new products targeting the ‘health conscious adults’ and ‘diabetics’ segments. Horlicks Lite, a health food drink variant, and Horlicks Lite Bite biscuits will initially be launched in South and East India, and will be gradually introduced across the country. The company hopes that in due course the Horlicks Lite category will contribute 15 per cent of the total sales of Horlicks in India.
Announcing the launch, Anindya Das Gupta, GM-Nutritionals Innovation, GlaxoSmithKline Consumer Healthcare, said, “The formulation is as advanced as it gets. The product will cater to the increasing base of health conscious adults and diabetics. It is a healthy alternative endorsed by Diabetes India.”
According to a company spokesperson, the Indian consumer attached a higher degree of association to the health benefits of purchasing a drink than his/her counterparts in other countries. To add to that, Horlicks’ new launch is riding on the number of diabetics in the country, approximately 35 million, which is slated to go up to 57 million by 2025.
An aggressive promotional campaign has been designed to hit print, television and the Internet, besides medical marketing and below-the-line routes. With South India accounting for 31 per cent of diabetics in India, Horlicks is hoping to find favour with that market.
A TVC directed by Pradeep Sarcar (JWT is the agency) attempts to take in the views of the health conscious adults segment. Said Das Gupta, “We have taken on board their views in designing the communication. It does not reflect a grim picture. It is about leading their lives and going through it with a smile.”
Medical marketing and on-ground promotions are also being planned. In 2005, South and East India will be the focus markets for the newly launched range. In addition, the company is attempting to take ownership of the ‘health plank’ by being a guide for the health conscious and diabetics communities through a toll-free line 1 600 825 5483 (L I T E).
“The first reason for the launch of the helpline is that diabetics and adults felt that there was a need for a place to look for information on issues of relevance to them. The number will be manned by a team of doctors, supported further by Diabetes India,” added Das Gupta. Horlicks will also extend support through the site www.happyhealth.in, a ‘repository of information on health issues and diabetes’.
Horlicks Lite will be supported with 15 per cent of the total advertising budget of Horlicks. The spokesperson claimed that Horlicks had 53 per cent share of the Rs 1,300 crore health food drink market. He, however, refused to divulge specific expectations from the new launches.