Horlicks Exam Time TVC- Better leveraging of excellent opportunity!!!
Amar Prakash
National Head -Marketing & Strategy(SLM) at Captain Steel India Limited I Dalmia Cement I Reliance Communications I MTS
Horlicks has been regular in releasing campaigns during exam time in recent years. This year they launched Exam Time TVC striking a wonderful theme of 'Why children should be in fear during exam time' , ' why exams are stressful' , ' why mothers feed fear of exam'. Childhood has no place for fear. https://youtu.be/YoQ9_BLJmr4
A wonderful concept emanating from a real grave problem of child psychology, however feel that this grave problem and opportunity for brand is lost as Horlicks being communicated as the solution of this big problem.
Horlicks could have taken this to another level by driving change in parents/mother approach instead giving a simple mortal solution of this as Product Horlicks. And iconic brand like Horlicks are expected to have leveraged this big idea towards better nurturing of brand , augmet Brand Trust,respect and WOM, rather just making it a sales oriented campaign. A whole lot of IMC, digital and BTL communication could have really helped the concept. Your views pl.