Candid goes to schools for Horlicks Kids Biscuits
Candid Marketing, India’s No.1 Strategic Brand Activation agency conceptualized & is currently executing a school contact program for GSK’s Horlicks Kids Buscuits. Horlicks biscuits is a popular brand in the country, available in two flavors - Standard & Elaichi & it lives up to the Horlicks promise of 'great taste' and 'nourishment‘. Horlicks (Biscuits) are positioned as those that give you “Taste with Health” and ride on the brand Claim of Protein, Calcium and Vitamin D equal to two Cups of Horlicks.
The objective of the campaign was to create an annual Horlicks biscuits school quiz property in Tamil Nadu to highlight its key proposition – Protein, Calcium and Vitamin D equal to two Cups of Horlicks.
A mascot route was chosen to give a tangible identity for all the benefits Horlicks does for a child. ‘QuestionAnna’ - a mascot was created & had a personality of its own. It is a name made from the words Question and Anna; question represents quizzing while Anna denotes ‘big brother’ in Tamil. He is strong, sporty and knowledgeable. In this rendition, we approached “Anna” in a way that strength is displayed with his posture and visible muscularity and the “know it all” aspect with all his accessories. His book, pencil along with the compass helps him in his direction and the magnifying glass widens his curiosity. He carries his knapsack which keeps him ready for all eventualities his curiosity takes him. He is a young, strong and intelligent guy who knows it all. The intent here was to portray QuestionAnna as someone the kids would look up to and as someone the kids would emulate. QuestionAnna acted as a quiz master for Horlicks QuestionAnna Quiz Contest conducted across schools.
To excite the kids & create hype for the quiz, a ‘Comic Book – The Adventures of QuestionAnna’ was created & developed by us wherein QuestionAnna was portrayed as the hero & the villains were RiddleMasters, Calcium Deficiency Diseases and Low IQ characters. Each of the short stories subtly put across the brand proposition.
Post distributing the comics and introducing the Brand and quiz contest to the classes, the head of the middle school were asked to select 2 students from each grade to participate in the inter school contest, through which 10 students were selected. The criteria for selection of these students were based on nomination by the teachers (A general consensus basis the student’s academic and extracurricular performance). In total, 5 teams competed with each other and the team that answered maximum number of questions correctly, won the contest.
Commenting on the activity, Amrita Kumar, Managing Partner, Candid Marketing said, “The identity of the mascot was developed to gain maximum attraction from students & encourage desired participation. There are definitely certain challenges faced while attaining permissions, and that’s where our experience and ability works for us.”
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