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Emotional Nutrition- Horlick's recipe to defeat ‘exam’ stress

29-January-2018
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Emotional Nutrition- Horlick's recipe to defeat ‘exam’ stress

Exam time means a lot of preparation and stress for students as well as their parents. Keeping pace with the exam stress, Horlicks unveils its latest campaign, titled ‘Fearless Kota’ to encourage students to take on the exam time fearlessly. 


The campaign has been kicked off across social media platforms. Kota is the biggest hub of the coaching centers for India's toughest entrance examinations. Every year, over 1.5 lakh students arrive in Kota, leaving their homes, in the hope that with expert guidance and sustained hard work they will be able to crack these exams.

With heavy financial investments and pain of leaving family behind, children find themselves in a stressful environment where there is competition all around and getting a good rank is all that matters in the world. This stress leads to phobia of exams, fear of failure and ultimately depression. In some cases, it forces children to take extreme measures to end their lives. Over the years, the toll of students committing suicide has been on the increase. To do well in the exams, students must study in a stress-free environment without the fear of failure. This enables them to face the exams fearlessly. 

TVC link: <iframe width="560" height="315" src="https://www.youtube.com/embed/0azhsVWu8uo" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe>


Vikram Bahl, Area Marketing Lead, Nutrition & Digestive health, GSK Consumer Healthcare India said, “Horlicks, as a brand has always aimed at providing students with necessary nutrition to achieve more. Through the ‘Fearless Kota’ film we wanted to highlight that along with a healthy body, a healthy mind is equally important to perform, hence the right emotional nutrition is needed for children to overcome the fear of exams. The film captures the belief that a mother’s love is the best dose of emotional nutrition that helps a child overcome stress and face exams fearlessly.” 

Swati Bhattacharya, CCO, FCB Ulka said, “It’s like Mother Teresa said – “The hunger for love is much more difficult to remove than the hunger for bread.” Students in Kota have access to the best faculty and world class facilities, but they’re missing a fundamental need that is as biological as the need for vitamins. We’ve termed this “emotional nutrition”, and Fearless Kota is our way of showing its power.” 

Campaign Elements: Digital

 

Client : Horlicks India (GSK Consumer Healthcare)

 

Creative Agency : FCB Ulka

 

CCO: Swati Bhattacharya

 

Creative Team : Abhijeet Ray, Gayatri Sriram, Shailesh Khandeparkar

 

Account Management : Debarpita Banerjee Jyotsana Singh Kaushik, Yaman Gogia, Vishakha Khattri

 

Director (of the TVC) : Dhruv Grover

 

Exécutive Producer : Aanchal Bhargava, Anshul Jain

 

Production House : Onions Creative Media



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