Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Horlicks engages school children with unique OOH campaign

28-May-2012
Font Size   16
Share
Horlicks engages school children with unique OOH campaign

Kolkata witnessed the inauguration of a unique exhibition of paintings under the ‘Art for Nutrition’ umbrella at the Park Street and Esplanade metro stations early last week.

The exhibition – a part of ‘Horlicks Aahar Abhiyan’ by GlaxoSmithKline Consumer Healthcare (GSKCH) and Child in Need Institute (CINI) – is an expression of support extended by 25,000 school children of Kolkata. Walls of Kolkata Metro station have been transformed into a huge canvas for these paintings that highlight the children’s interpretation of nutrition and its importance for a child’s growth.

Kinetic partnered with GlaxoSmithKline and Mindshare in pulling off this unique OOH initiative.

This unique exhibition was inaugurated by PB Murty, General Manager, Kolkata Metro Railways Authority.

Commenting on this initiative, Sunil Mehra, General Manager – East, GSKCH said, “We have got a phenomenal response from Kolkata and have received more than 25,000 paintings from various schools. It is delightful to see how every child has a different interpretation of the issue and has captured it brilliantly on canvas. We are confident that this exhibition will be a great way to raise awareness about the issue of malnutrition in West Bengal.”

Talking about the execution of the campaign, Amit Sarkar, National Director, Kinetic India said, “Horlicks Aahar Abhiyan is a great initiative to be associated with. Given the stringent timelines we were operating in, it indeed was a daunting task spanning through permissions, security, selection of paintings, space identification for the exhibitions, lamination and display of each painting, safeguarding the paintings, identifying school names, etc. However, it was worth every effort and the initiative stood tall from the inaugural moment. We will look forward to such great engagements in the future.”

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.