|Title||THE HORLICKS PRO-HEIGHT ROOM|
|Product / Service||HEALTH DRINK|
|Category||D01. Event & Field Marketing|
|Entrant||JWT New Delhi, INDIA|
|Entrant Company:||JWT New Delhi, INDIA|
|DM/Advertising Agency:||JWT New Delhi, INDIA|
|Priti Kapur||JWT||Executive Creative Director|
|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|
|Guanhin Tay||JWT||Executive Creative Director 2|
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.
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.
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 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.