FCB ULKA conceptualizes latest campaign for Horlicks Growth+

Keeping in line with the Government of India’s vision of reining in malnourishment and stunted growth amongst young children with the setting up of a National Nutrition Mission, Horlicks Growth+ has introduced its latest campaign focused on fostering growth in young children. A category defining offering in the Indian Health Food Drink segment, Horlicks Growth+ envisions to help young India catch up on growth by addressing stunting and under nutrition in children in the age bracket of 3-9 years. According to the recently released Global Hunger Index report, 21% of children under 5 years of age suffer from wasting (low weight for height), while 38.4% under-five children are stunted (low height for their age). And the problem is not only limited to rural regions as opposed to the common perception. Further, the National Nutrition Monitoring Bureau’s 2017 report highlights the gravity of the situation by putting the percentage of underweight children in urban areas under the age of 5 years at 25.1% while stunting impacts over 28%.

Horlicks Growth+ is a breakthrough nutrition formula designed by international paediatric experts and contains high quality protein with essential nutrients that have been identified and are known to optimise growth without causing obesity in children.

With the latest TV campaign featuring a young child, Horlicks Growth+ showcases the benefits of adopting a clinically proven scientific solution to address the rampant growth-related issues in children.

Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition & Digestive health, GSK Consumer Healthcare India said, “Horlicks Growth+ is an advanced nutrition product resulting from 15 years of extensive scientific research by experts. A child falling behind on growth requires higher than average levels of nutrition to catch up on their growth , which is where Horlicks Growth+ can help. Horlicks Growth+ has nearly 2 times high quality protein known to help grow muscles & 35% lower fat  compared to similar health drinks to support healthy weight gain It is clinically proven to provide “3X growth^# in 90 days*”.  . Our latest TV campaign seeks to educate parents on the differentiated benefits of Horlicks Growth+ on catch-up growth. It is important for parents to adopt the appropriate growth partner which fosters their children’s growth and Horlicks Growth+ delivers exactly that.

Horlicks Growth+ is available at leading pharmacy/Modern Trade outlets and leading e-commerce websites.

# refers to linear growth . *Statistically significant difference in change in height SDS between groups after 3 months in consumers with good compliance to consumption  (post hoc analysis of study results published in J Pediatr December 2014:165:1190-3). Growth+ is a nourishing beverage to be taken as a part of daily diet. Individual results may vary.

[Agency Credits]

• Creative Agency -  FCB Ulka
• Chief Creative Officer – Swati Bhattacharya
• National Creative Director – Surjo Dutt
• Senior Creative Director – Tarranums Sehgal
• Group Creative Director – Anusheela Saha
• President  – Debarpita Banerjee
• Account Management — Sareesh Jameskutty, Swati Mongia, Snigdha Jha
• Director for the film – Raylin Valles
• Production House-        Perfect 10 Films                                   
• Media Planning- Mindshare
• Language – Hindi, Bengali, Tamil, Telegu, Malayalam, Kannada
• Duration- 35 seconder