THE HORLICKS PRO-HEIGHT ROOM

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TitleTHE HORLICKS PRO-HEIGHT ROOM
BrandGLAXOSMITHKLINE
Product / ServiceHORLICKS
CategoryA09. Environmental Design
EntrantJWT New Delhi, INDIA
Entrant Company:JWT New Delhi, INDIA
Design/Advertising Agency:JWT New Delhi, INDIA

Credits

Credits

Name Company Position
Priti Kapur JWT Executive Creative Director 1
Iraj Fraz Batla JWT Creative Director, Copywriter
Sumonto Ghosh JWT Creative Director, Art Director
Khurram Haque JWT Art Director
Vikas Mehta JWT Account Business Head
Pawan Soni/SujaySrivastava/Bhakti Malik JWT Account Management
Debarpita Bannerjee JWT Account Head
Sabina Singh, Meenakshi/Sunil JWT/Metamorphosis/Glint Production
Shyamda/Raibat Basu JWT Design/Modelling
Guanhin Tay JWT Executive Creative Director 2

Brief Explanation

All mothers dream of seeing their children grow up. Horlicks made their dream come true in 5 seconds flat: The Horlicks Pro-Height room. A scientific, yet magical room with unequal walls and doors that looks totally normal when seen through a window. Kids drank Horlicks Pro-Height and walked through it. And made 30,000 mothers’ dream come true: of seeing their child grow up. In 5 seconds flat.

The Brief

For health drinks, India is a 60 billion US dollar market. When Horlicks wanted to launch its new variant, Horlicks Pro-Height, the strategy was to create a memorable, effective and news-making event. The TA comprised of new as well as existing customers: Mothers, along with their tiny tods.

How the final design was conceived

What Adelbert Ames drafted on a sheet of paper in 1934 became a real room in a Chennai mall where children grew up in front of their mothers’ eyes. No cheating, only science. The trapezoidal room tricks the eye into believing that the child grows up as he/she moves across the room. Following the design of the scientist, we first created a miniature model to test it ourselves and present to the client. For the event, the model got converted into a real 15 feet by 15 feet room with real walls and windows, only twisted in proportions (refer to CG in the AVP).

Indication of how successful the outcome was in the market

The activity touched a phenomenal 3,000 mothers in a 60 billion US dollar Health Drink market. It gathered media attention and gave Horlicks Pro-Height visibility in press and electronic media worth Rs 2.5 million. The initial sales of 12,000+ packs in just 2 weeks within 5-km radius of the activity area was just the start. The new brand gained an unprecedented 2% market share within 60 days of launch. GSK India recorded 24.6% growth with Net Sales at Rs. 19,215 millions in 2009 Q4. Since then, the demand has been consistently growing and a brand is steadily being built.