Top Story

Home >> Advertising >> Article

Horlicks takes ‘Badhane ki bhookh’ campaign to the next level

04-August-2018
Font Size   16
Horlicks takes ‘Badhane ki bhookh’ campaign to the next level

Horlicks launched its Badhane ki Bhookh in 2017, showcasing children and their hunger to grow in different ways. This year, Horlicks dials up the passion by looking closely at what makes children today go after so many things, with great ease. Children today want to do more at the same time. From the dance stage to a tennis ace, with opportunities galore, kids would love to pack it all in, if they can. 'Sab karne ki bhook’ is not just a faint desire, but something that runs through their veins. Keeping a keen eye on children and childhood, Horlicks – the much-loved health food drink from GSK Consumer Healthcare, resonates with this hunger and encourages children to go after it with their all new campaign ‘Badhne ki Bhook Rag Rag Mein’.

The latest TVC campaign, created by FCB Ulka, features young children who are constantly pushing limits and challenging themselves in different fields driven by their hunger for growth. The campaign also aims to create awareness about nutrient absorption. There is a popular saying amongst Indian parents ‘Khata hai par lagta nahi’; which simply means that even though a child is eating a proper healthy diet, it is not reflecting in their growth. This could be because not all nutrients consumed are absorbed by the body - through this campaign, the brand aims to bring forth this issue of nutrient absorption.

Nutrient bioavailability refers to the proportion of a nutrient that is absorbed from the diet and used for normal body functions. Absorption of nutrients is an important element the for growth and development in children. To help improve the bio-availability of nutrients, parents should look at the source of nutrients and should also compliment their children's daily diets with additional sources like health food drinks such as, Horlicks which contains BIO available nutrients, which gets absorbed in the blood.

Talking about the campaign, Vikram Bahl, Area Marketing Lead, Nutrition & Digestive Health, GSK Consumer Healthcare India said, “Through this campaign we are recognising in children the hunger to go beyond, and we support them with quality nutrition. The new campaign is aimed to strengthen our connection with children and also educate parents on the importance of nutrient absorption for proper growth. It is important for parents to adopt the appropriate growth partner which fosters their children’s hunger to grow.”


Debarpita Banerjee President, FCB Ulka, North & East

Debarpita Banerjee President, FCB Ulka, North & East said, “This campaign marries a beautiful consumer insight with a very interesting product truth. Childhood is an age of exploration. They discover new passions almost as regularly as the change of season. Horlicks recognises this ‘sab karne ki bhookh’ and believes this kind of hunger to grow should get the right nutrition.”

Telugu daily Sakshi has completed a decade in the newspaper industry. Group's Director-Advertising and Marketing talks about the newspaper's journey so far

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

right
left
INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS

#ShineWithBBLUNT campaign promotes at-home high shine crème hair colour range Salon Secret

The public can make contributions to government account number 10210100412397. IFS Code is FDRL0001021.

Your weekly news roundup, a summary of some of the stories to keep an eye on