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.

Creative Execution

In a category where competitors are edge-to-edge, nothing works like a demonstration. And what better way to demonstrate the effect of the product in a creative way that will never be forgotten by mothers and children? What Adelbert Ames conceptualised in 1934 became a real room in Chennai where children grew up in front of their mothers’ eyes. The project wasn’t just a geometrical exercise, but it gave children their 5 seconds of fame that’ll stay with them for a lifetime.

Describe the creative solution to the brief/objective.

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.

Results

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.