Horlicks DM HORLICKS KIDS ARE SHARPER KIDS by J. Walter Thompson Delhi



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Industry Non-alcoholic drinks
Media Direct marketing
Market India
Agency J. Walter Thompson Delhi
Executive Creative Director Soumitra Karnik
Creative Director Rinku Singh
Art Director Rinku Singh
Copywriter Jaideep Mahajan, Rinku Singh, Charu Gaur
Producer Ramneek
Photographer Charu Dutt Chitrak, Sunil Gupta
Account Supervisor Sujay Srivastava
Released February 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: BEVERAGE
Agency: JWT
Date of First Appearance: Feb 4 2011
Entrant Company: JWT, Mumbai, INDIA
Chief Creative Officer: Adrian Miller (JWT)
Executive Creative Director: Soumitra Karnik/Jaideep Mahajan (JWT)
Creative Director: Rinku Singh/Charu Gaur (JWT)
Art Director: Rinku singh/Jaideep Mahajan (JWT)
Copywriter: Charu Gaur/Rinku Singh/Jaideep Mahajan (JWT)
Account Manager: Vikas Mehta (JWT)
Account Supervisor: Sujay Srivastava (JWT)
Planner: Pinaki Bhattacharya (JWT)
Finishing Artist: Praveen (JWT)
Advertiser's Supervisor: Puneet Das (Glaxo Smithkline)
Photographer: Charu Chitrak/Sunil Gupta (Charu Chitrak Photography)
Producer: Ramneek
Media placement: Ambient (Instore) - 240 Supermarkets - 4th Feb 2011 (1st Release)

Describe the brief/objective of the direct campaign.
To establish that Horlicks helps kids become smarter.
The target audience was existing customers as well as first timers.

The strategy was to drive home the proposition during the exam season when the need for such a trait is heightened.

And therefore the campaign was released a month before the school annual exams when there's a lot of pressure on kids to perform and the parents are seeking solutions that can help make their kids sharper.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Life size cut-outs of kids were placed at supermarket cash counters with LED display screens attached to their foreheads. Every time a transaction was made, the calculation appeared on the foreheads, as if the kids were making the calculations themselves, demonstrating ‘Horlicks kids are sharper kids’.

Explain why the creative execution was relevant to the product or service.
Horlicks is a Health Food Drink that has 23 vital nutrients, which helps kids become sharper.
The ‘calculating’ kids was a clear demonstration that ‘Horlicks makes kids Sharper’ in the season of exams.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
7% increase in sales of Horlicks in a month and a half from 240 supermarkets across Delhi and the NCR (National Capital Region).