Horlicks unveils ‘Bottle of Love’ campaign
Nationwide initiative allows mothers to connect with their children away from home for studies
Published - 02-February-2019
Keeping the exam season in mind, Horlicks has revisited its last year’s campaign “Fearless Kota”. This time, it is “Bottle of Love” which now reconnects mothers to their children across the country.
With the new campaign, Horlicks has empowered mothers to break down locational barriers and share a bottle filled with love, helping kids to prepare better for their exams.
After last year’s success in Kota, Horlicks continues to deliver emotional nutrition to kids by taking the initiative nationwide, giving kids the support they need to greet each challenge with a confident smile. The new campaign enables parents to share a bottle of love by registering on www.bottleoflove.in.
When on the website, fill in the details for your request, after which an empty bottle will be sent to you, to fill with things you want to send. The ‘very special bottle’ will be delivered to the children.
The new film plays out real-life bytes of children talking about their journeys away from home and the emotional stress they undergo. It also shows mothers trying to relive the moments spent with their children and filling the ‘Bottle of Love’ with goodies from home which are then sent to their children.
Vikram Bahl, Executive Vice President Marketing, GSK Consumer Healthcare India said, “We recognise the emotional stress in children during exam time and the need to provide them with emotional nutrition. Horlicks, as a brand, has always aimed at providing students the support they need to excel in all their endeavors. This time, we went a step further with this campaign and launched it across India, in a bid to connect and reconnect children with their mothers.”
Swati Bhattacharya, CCO, FCB Ulka said, “Almost every household in Bihar, Bengal and down South is home to a Horlicks bottle. There is hardly a house that doesn’t have one. And by using the bottle, using its body to be the medium of sending ‘emotional nutrition’ from mothers to the children battling exam stress, is the insight that forms the foundation of this film.”